Vividata is deep into a transformation from a print currency focused media measurement organization to a leading consumer and cross media research house. This transition includes multiple measurement and technology partners, and a move from strictly survey based measurement to one combining survey, panel and passive measurement along with sophisticated data science. The transformation permits Vividata to increase the monetization of the considerable consumer, media and brand data across a wider and more diverse base of members, while also allowing Vividata to maintain a leading position in media measurement albeit in cross media measurement rather than strictly print.
The media and consumer insights industry in Canada continues to experience significant change with new platforms, new devices, new sources of content, and new competitors transforming the marketplace. As media and consumer behaviour evolve at a rapid pace, measurement methodology and technology must follow suit. The exciting and rapid transformation of consumer and media measurement in Canada as envisioned by Vividata and partners meets these challenges.