Undercurrent

A 15 year old intern at Morgan Stanley in London wrote a report about how young people use the media — and the company thought it so excellent that it was published. (pdf). Matthew Robson’s report “generated five or six times more feedback than the team’s usual reports”, Morgan Stanley says. So is it any good? I don’t think people following media trends will find stunning new insights, though there might be important details there. The response should alert analysts to the merits of qualitative methodology. Above all, the report is written in clear language without all the meaningless buzzwords that usually are thrown around in such publications. If only consultants could learn that lesson, Matthew really deserves a prize!

This entry was posted on Monday, July 13th, 2009 at 18:16 and is filed under Media industry, Undercurrent in English. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.