The media buying and planning landscape is more complex than ever. With digital channels multiplying, ad tech advancing, and agency structures shifting, understanding how media decisions are made is critical for publishers and B2B ad tech companies. But gathering those insights isn’t easy.

Traditional market research often falls short when it comes to uncovering the deeper motivations behind media buying decisions. That’s why qualitative research is an essential tool—but only when done right. In a recent Advertising Week article, Alter Agents’ Heather O’Shea explains why expertise in media planning and buying is critical to conducting qualitative research that delivers actionable insights rather than surface-level observations.

The risks of shallow research

Media decision-making is nuanced, and without deep industry knowledge, research can miss key insights. “Media buying and planning is laden with industry-specific jargon and concepts that are second nature to insiders but baffling to outsiders,” O’Shea explains. Without understanding terms like CTV, ROAS, or programmatic bidding strategies, researchers risk asking the wrong questions—or worse, failing to connect with respondents at all.

The rapidly evolving nature of media buying adds another layer of complexity. Where traditional silos once existed, agencies now take a more integrated, cross-channel approach. “Researchers must understand these dynamics to uncover how these shifts affect decision-making,” says O’Shea. The consolidation of media agencies and the commoditization of ad inventory also change how buyers evaluate their options, making expertise in these shifts even more critical.

Why qualitative research must go deeper

Unlike quantitative surveys, which track broad trends, qualitative research provides the “why” behind the numbers—but only if moderators have the right background. “Conducting qualitative research in this space demands more than a standard approach,” O’Shea notes. Experienced moderators can probe deeper into how media budgets are allocated, how campaigns are evaluated, and what truly differentiates ad partners.

Without this level of expertise, research findings can be misleading or incomplete, leaving media publishers without the insights they need to compete. “Misinterpreting what matters most to advertisers—whether it’s audience targeting, measurement capabilities, or pricing models—can lead to misplaced investments and missed opportunities.”

The future of media research

As digital media continues to fragment and new technologies, platforms, and regulations reshape the landscape, the need for well-executed qualitative research will only grow. Choosing a research partner with deep industry knowledge is no longer optional—it’s essential.

To dive deeper into the role of expertise in media research, read the full article on Advertising Week: https://advertisingweek.com/why-expertise-matters-in-qualitative-research-for-media-buying-and-planning/