I recently attended Media Research Groups (MRG) Tools of the Trade programme, hosted at The Institute of Materials, Minerals and Mining in London. The course is primarily designed for people with up to 3 years’ of experience in the industry, or for those returning to the industry, so it suited me having only been at PAMCo for just under one year.
Although I was, and still am, relatively new to the industry, I had over five years of experience working in consumer market research before joining the PAMCo team, so going into the course I was unsure of how much value I would gain from attending. I am very happy to say I was wrong, as the course provided a unique opportunity to understand the media research landscape from the perspective of leaders with a wealth of experience under their belts. Not only did I grow my understanding of research tools and methodologies, but it developed my understanding of the media landscape and ignited new ideas I hope to explore within my own role.
The course started with welcome drinks which created a relaxed environment to connect with fellow participants and learn about their career journeys, before commencing with the first session which combined a warm introduction to the MRG and an overview of quantitative research methods and data quality. Graeme Griffiths’ discussion on media research fundamentals was particularly interesting to me, as it helped me develop my understanding of research ‘do’s and don’ts’ that made me rethink some of my past experiences working on research projects.
Each week, a different media channel was highlighted, showcasing specialised tools and strategies. Highlights included Michael Tull’s insights into cinema data, Doug Whelpdale’s engaging overview of BARB’s role in television research and of course Oana Ali’s introduction to PAMCo. The presentations offered not just theoretical knowledge but also actionable strategies for planning and buying campaigns, an area which I certainly had less of an understanding of prior to attending the course.
Sessions on international media and proprietary research illustrated how innovation drives industry growth. Laura Chaibi’s discussion on global planning and Gareth Jones’ insights into publishing research were particularly eye-opening, demonstrating the breadth of applications for media research. The exploration of consumer surveys like TGI and YouGov and deep dives into direct mail data and outdoor advertising metrics also helped me navigate my understanding of the modern media landscape.
The programme culminated in forward-looking sessions on AI, data visualisation, and attention metrics. Ray Poynter’s exploration of AI in media research and Michael Tighe’s focus on using attention data were standout moments, pointing toward the industry’s evolving priorities and how alternative, more scientific methodologies can complement research findings. Practical advice on questionnaire design and charting techniques added further value for approaching challenges I see the team experience at PAMCo.
I would highly recommend the Tools of the Trade course for anyone looking to understand more about media research and measurement, or to bridge any gaps in their understanding of the industry. It not only broadened my understanding, but it helped me develop my knowledge of audience measurement and build on my previous experiences outside of PAMCo. The insights offered will undoubtedly shape my role moving forward, so I would like to take the opportunity to thank the MRG, the speakers and my colleagues at PAMCo for their support.
If you, or anyone you work with, would like help building on your understanding of PAMCo data and how it fits into the wider industry, please feel free to reach out to me at susy@pamco.co.uk and I will be more than happy to schedule an in-person or virtual training session tailored to your requirements.
