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Speaker Evenings

IJMR Lecture: Direction of travel

IJMR Lecture: Direction of travel

The powerful combination of big data and survey data that underpins Route’s out-of-home audience measurement

In a nutshell


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Route is the industry currency for out-of-home audience measurement, and the first such currency in the UK to harness the power of so-called “big data”. In fact, Route incorporates many different strands of data: including both passive and recall survey data, “big” behavioural data from a variety of third party traffic counts, and specially commissioned academic work into visibility.

This lecture will outline how the Route methodology harnesses the strengths of each dataset, including the challenge of combining very disparate datasets. High quality survey data provides context, and the opportunity to plan using demographic, lifestyle and behavioural targets. Third-party data on the volume of traffic offers a degree of granularity that would be impossible to achieve from the survey sample alone.

Route recently began a new contract with research supplier Ipsos MORI. We will outline key new developments to further enhance the granularity of the data. These include the introduction of multi-sensor meters which can track behaviour indoors as well as out, incorporation of ‘next generation’ traffic analytics in a further development of the big data solution, and extensions to the methodology to combine and model the data which will allow even more detailed analysis than has hitherto been possible.


6.00-6.30 – Registration and refreshments

6.30-7.30 – Lecture

7.30-8.30 – Drinks and networking

Keynote speaker
    Katherine Page

    Katherine Page is Technical Consultant to Route in Great Britain. She is also Technical Consultant to AMP – Audience Measurement for Publishers, a new multi-platform readership survey for Great Britain which also combines very disparate datasets. Wit over thirty years of experience in audience measurement, she works for a variety of other clients in the UK and elsewhere. Katherine is a long term member of the Steering Committee of the Print and Digital Research Forum, a global forum sharing expertise in all aspects of measuring print and digital audiences and their value to advertisers. On their behalf she compiles a biennial review of print and digital audience surveys in 81 countries.


The Old Trading House, 15 Northburgh Street

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This event is free for MRS members and Company Partner employees, but space is limited so please register your interest in attending by emailing

This event is open to non-members for a fee of £25.00 + VAT.

If you would like to join MRS to enable you to attend this event for free and take advantage of the other benefits of membership please click here.



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