Media research is a broad-based term that embraces all aspects of reader, listener and viewer research. Readership research has an important tradition in our company, not least because of our regular collaboration on the collective studies of the WEMF and our Market ® Radar, which has become a kind of "key currency" in the communications sector.
But alongside research into the mass media in the narrower sense, media research also covers the diverse forms of communication undertaken by private companies and public bodies through publications, brochures, flyers and customer and employee magazines. Individual publications of this sort can be evaluated using document, design and layout testing. This can make a major contribution to the optimisation of these means of communication and also contribute to the efficient use of financial resources. The borders between media research and Public Relations Research in this area are naturally very fluid.