Media: Comment - Is pan-Asian media research useful in decision-making?

Carat Insight undertook an extensive analysis of the results of the three main pan-Asian studies: ABRS (Asian Businessmen Readership Survey, PAX (Pan Asian X-Media Survey) and ATMS (Asian Target Market Survey), gathering opinions from the marketplace on their usefulness to media evaluation and planning. However, the main failing point for all studies relates to methodology, in that the surveys are all recall-based.