RFID-Based Media Usage Panels in Real-World Settings

Traditional paper-based longitudinal or cross section panel surveys, used for market research are time and cost consuming and can suffer from contaminating effects like social desirability bias or respondent conditioning. Electronic data capture methods can improve the time and cost efficiency of market research panels. Radio Frequency Identification (RFID) technology allows a seamless and non-intrusive integration of information systems into everyday life environments. This enables the automated electronic acquisition of media usage data, without direct interference with the media consumption and thus without the contaminating effects of traditional panel surveys. Consequently, we introduce an RFID-based prototype system called MUSE (Media Usage in Supportive Environments) that supports automatic measurements of print media usage in public environments. MUSE was tested in an initial field study over the course of six weeks in the waiting room of a German medical practice. The study showed that MUSE could monitor the usage of print media, laid out for waiting patients, autonomously and with minimal errors. Furthermore, the RFID technology was perceived as nonintrusive. This study is the first to show how RFID enhanced real world settings can be used for nonintrusive media usage analysis in real life. Based on the findings we derive recommendations for future research for RFID supported media usage analysis.