The H in mediaH stands for HOLISTIC. We believe that media (communication channel) research and planning have to evolve from a silo approach (where each channel is treated separately) towards a holistic way of planning and researching channel reach and communication effects. That means that the old model of media-centric  research has to be complemented by a consumer-centric model. In order to design communication strategies and plans that engage consumers and achieve great results (return on objectives/investment) consumer understanding is the corner stone of the planning process.