Kantar to Add Qual to futurePROOF Digital Study

Kantar Media is planning to add qualitative research to its futurePROOF quantitative study, to provide an understanding of how media behaviour changes among early adopters of the iPad.

In January, WPP-owned insight consultancy Kantar re-branded the media assets of TNS, KMR Group and BMRB Media as Kantar Media, following WPP's acquisition of TNS in late 2008.

futurePROOF, which was launched last year, is an annual in-depth look at current awareness, take-up and usage of traditional and digital media and devices, such as video-on-demand content through TV sets. The main part of the research is a large-scale quantitative survey of 2,500 British people aged 12+.

The survey also offers predictions about how media consumption is likely to change in the future and helps media owners and agencies understand the implications of this for their businesses.

'With rapid changes since 2009 such as the launch of SeeSaw, development of mobile Internet, subscription models for websites and the birth of the iPad it will be fascinating to see how things have changed and what this means for the future,' states Director Trevor Vagg.

Web site: www.kantarmedia.com .