As researchers, we add the most value when we combine our research findings with our overall knowledge and experience. It is therefore incumbent upon us to increase what we know, by actively observing and analyzing things both large and small. This paper describes one way in which researchers (and others) at an American software company are consciously trying to deepen their knowledge and experience of the world.
This paper examines new developments in readership analysis and explores an innovative solution to the issue of managing the accumulation of print audiences in the Dutch market. The authors present ways to work within the paradigm of traditional research, but through analysis, help make print a more actionable and more precisely controlled medium in a channel planning age.