TNS CEO David Lowden warned that many companies "simply running blind into the Internet" as market research firms like TNS struggle to understand consumer behavior on the Web. Many executives at
big content providers have gone on record about the poor state of the Web measurement industry.
"There are challenges in our industry in terms of the quality of Internet
research, and it is something the users have confronted the industry about," Lowden said. In tough times, people need to be even more certain that they are making the right decisions with their
advertising spend."
Lowden's comments came during his company's fourth-quarter earnings call, as results came in line with expectations, but one unnamed analyst warned that
the company could be exposed during an economic downturn. "There are still concerns about the exposure to a consumer downturn, and in particular how that will affect their custom research business in
the U.S.," he said, adding: "But they make a strong case that advertisers cannot use a scattergun approach in such a massive market as the internet represents."
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