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Media has become fresher, more digital and closer to their individual viewers, building a personal relation with them. As long as this relation strengthens, there will be a need to interact with them directly on a daily basis and offer them a personalised service. 

Media companies need consequently to measure and analyse their customers' opinion for the brand and for the product offered. 

By doing so, the media company will be able to understand market trends and areas of improvement, see how new products can be designed that will resonate better with their customer base.