• Radio Ink, Wednesday, May 18, 2011 3:15 PM

Arbitron SVP/Marketing Bill Rose and VP/Diary & National Product Management Brad Feldhaus explained Project Leapfrong, an "experimental approach" to measuring midsized and diary markets by using Web and mobile surveys instead of paper diaries.

Feldhaus told Radio Ink that Arbitron was attempting to "set up a survey process that's more in tune with the preferences of the population. If they can reach their diary on their smartphone, effectively it's always with them."

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