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RFID to keep a watch on your reading habits in public waiting rooms - Via The RFID Weblog:
So the next time you visit your doctor for your appointment and flip through the pages of the magazines kept in the reception room unknowingly to kill time you might not be aware of the fact that a watch is being kept on your reading habits using RFID.
Mediamark Research & Intelligence and DJG Marketing have come together to use RFID for measuring magazine readership in public waiting rooms. Here the Passive Print Measuring System keeps a track of the activity of the reader and each time a person goes through then pages of the magazine the tag attached to the magazine sends signal to the RFID reader and a record is maintained with respect to their reading habits. I was just wondering whether this RFID based Passive Print Monitoring System would be able to give a fair indication of the reading habits of the people at the waiting rooms where most of them pick up a magazine just to stay away from the boredom of waiting and secondly whether the patients would be informed that a watch is being kept on their reading habits? I am eagerly waiting for the results because if they turn out to be positive it would give market researchers another avenue to tap important marketing information.
Related Entries:
Why The Future of Passive RFID in the Supply Chain Looks Dim - 21 July 2006
Robots Get Smarter With RFID - 10 October 2006
IBM Sez: Worried About RFID Privacy? Just Tear Off the Antenna! - 09 November 2006
(Read Original Article - Via The RFID Weblog.)
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Comments
RIFD and Magazines in Public Waiting Rooms
I work for Mediamark Research and just wanted to point out that the RFID system to be tested in public waiting rooms won't be collecting any information about the people reading the magazines. That's not the point of the test. It's to determine whether the technology can capture consumer exposure to magazine advertising. It doesn't matter whether the readers are bored; as long as they're exposed to ads and the RFID tag reader can record it, that's all that counts.
Steve Ellwanger