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A strategic challenge

Audience analysis involves strategic stakes and must be addressed in an environment that is in constant technical and scientific development. Médiamétrie's scientific teams play a major role in developing studies, through methodological design and result analysis and processing, in liaison with the Business Unit - sales department - study agents. They also check the quality of the results obtained.

They have a permanent role to play in increasing product quality by carrying out operational test and analysis programmes. They manage and co-ordinate the various statistical databases required for the design of survey plans and to ensure they are representative.

These teams are also responsible for research with the main objective of driving forward and promoting new practices by strengthening the forecasting-evolution-innovation dimension. They also carry out watch and training activities and seek to ensure that scientific methods are shared both inside and outside the company. They establish the link between theoretical and applied academic research in statistics, marketing and communication.