One thing that will be hotly debated after this year and the subject, no doubt, of numerous case studies and future research papers, will be how research got it so wrong in two major global events this year: Brexit and the US Presidential election.
Or how in both cases, social media pollsters got it right when all the other pollsters got it wrong. Social media called it correctly - mere days before the election handed Donald Trump victory - delivering a shock result that reverberated around the world. As did Britain's Brexit vote a few months ago.
It will be fascinating to see how social media has disrupted this field and how it will be incorporated in future research around key events and issues.
In Africa, mobile tracking is seen as a solution to research woes in audience measurement across the continent and a way to achieve consistency across the various markets.
Content in research will be on the agenda at the next influential PAMRO conference, this time in Cape Town, South Africa, in August 2017. The theme is 'Content is king'. PAMRO is dedicated to harmonising media research across the continent: "Having research that is consistent, accurate and reliable, and that can be understood across borders, makes it that bit easier - and therefore more attractive - for brands to invest in African countries." Save the date!

Have a great week!
Louise Marsland
Africa Editor: Bizcommunity.com

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