The improvements, following meetings with media owners, include streamlining the screening process and increasing the demographic content from focusing on consumers' age and sex to also examining their media consumption, buying behaviour, attitudes, life-style and interests.
Mark Grunert, Nielsen's Asia-Pacific executive director, said: "In the post-9/11 world, there is a need for a significant review of the product in order to be more client-focused, taking into account the changes of the business environment. The research house cancelled ATMS 2002, following last year's terrorist attacks on the US. It blamed a lack of sponsorship from media owners for the cancellation.
Shortly afterwards, however, Asia Market Intelligence (AMI) announced that it would be increasing the frequency of its Pan Asia Cross Media Survey (PAX) from an annual basis to quarterly from the end of this year.
AMI regional director, Miranda Cheung, said the aim was to provide continuous tracking data for media planners and advertisers.
"It's reflective of a marketplace which is fast moving and very competitive. Planners need the most accurate data and this is what we will be attempting to provide, Cheung said.
Nielsen said it had a similar objective and was streamlining ATMS' screening process to allow researchers more time to delve into behavioural and lifestyle issues of respondents.
In the past, high-net individuals were determined based on age, level of education, income, consumption, car and credit card ownership, if they were business decision-makers and the amount of travel undertaken in a year. But under the new structure, respondents will be qualified only on ownership of a credit card and some investments. "This shortens the interview and cuts costs but it also allows more emphasis on the main body of the survey rather than at the screening, said Peter Masson, a partner in Bucknull & Masson, the marketing, media and research consultant to Nielsen. Grunert said that fieldwork in the streamlined format would be conducted next year, with results expected by September.
