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ARF @ CES 2016

David Poltrack: My Understanding of Market Research

David Poltrack – Chief Research Officer, CBS Corporation and President of CBS VISION

David Poltrack started us off by declaring “the fact is there are no breakthrough technologies on the forefront” (fighting words at CES), because those technologies are already with us today.

Key for industry success is addressing the question — how are people using media today and how is it changing their lives? CBS Vision employs a unique “interactive focus group” methodology to understand this and they have just passed listening to their one millionth responder.

David shared highlights from literally just completed study of almost 500 interviews, 93% of consumers are reporting that their media habits have changed “a great deal” or significantly with 85% saying their habits changed a great deal.