THE PAST IS PROLOGUE
Marc Berman brings us through a history of modern media showcasing the fact that for every member of the community- the space has always been in a state of constant and dynamic change. He shares how to view that past as prologue to this moment and the collective future ahead.
Seeing these responses, one could make the argument that research is on its way to the forefront of media organizations. Back in the 1980’s, research people didn’t have the tools they have now to evaluate and showcase results from the solutions they employed. Thus, people working in research felt that we weren’t being valued- that we weren’t getting the credit they deserved. That as the landscape has changed and so much. While there’s an overall measurement issue for the industry, measurement of solution impact is stronger. Thus, research is becoming more valuable- because organizations can better see the ROI effect of the discipline. In years past, whenever there were layoffs- research always got hit harder than other parts of the organization. With over 40% of the community
“With over 40% of the community identifying 11 job functions as part of their job, the discipline is doing a lot for the organization. It’s pretty impressive.”
identifying 11 job functions as part of their job, the discipline is doing a lot for the organization. It’s pretty impressive. As far as actual organizational support for research, we see the result go from half of respondents feeling supported in 2019 to nearly two thirds right now. That’s a great improvement, but my sense is that the discipline still doesn’t get the credit it deserves. If you work in research, you have to be smart. You have to be attentive. You have to know your stuff. And I don’t think people that work in research get enough credit that adds up to that skill set. We’re in a landscape, we work in a business that’s changing rapidly, particularly from a data standpoint, particularly regarding how you analyze certain things- everything is different. Now, streaming has become very prominent. It’s not the same as linear.
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