Media: Double Standards - 'The entire industry will be in the pub on 15 June'.(conversation with Michael Florence of Carat Espace, and Ed Wooller of Mindshare Futures)(Interview)

Top researchers share insights on the future of the industry, the World Cup and the role of pornography in driving digital uptake.

MICHAEL FLORENCE - ASSOCIATE DIRECTOR, CARAT

- What's the biggest piece of research your agency has produced and how has it been used?

Carat's Consumer Connections Study is the biggest quantitative media research study produced by any UK agency. Every year we survey more than 10,000 people.

- How does your agency use your research and put the results into practice on a day-to-day basis?

Evaluation is part of our culture. We apply modelling to both sales and brand equity using our unique integrated communications evaluation technique, which captures all brand contacts. These learnings are placed directly into the hands of our day-to-day planners.

- What's the biggest threat to the health of the UK advertising industry?