Director of Research

TeleMetropole

Montreal

From our point of view, our clients would like to know more about our viewers.

They want to know more than the basic socio-demographic information that we have right now – more about their buying behavior, their consumption patterns.

If we had this kind of information, it would allow us to give our clients better service, to help them reach their potential buyers.

We’ve always used whatever information we have at hand, but we’re trying to find other ways of better qualifying our audience.

Both [BBM Bureau of Measurement and A. C. Nielsen’s] methodologies have their good points and their flaws.

Above all, we need accurate, valid, stable data. First, the basis has to be good and then we have to build on that.

But how will we get there from here? That’s a good question. Will it be through asking more questions in bbm diaries? I don’t know.

We don’t have distinct views on which is the best means of improving the data. Cost is a big question.