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MEDIA RESEARCH Left and below: The starting point for marketing research is the census, with the accuracy and shortage of data in some African territories being driven by a lack of money eventually electronic measurement will completely different person. It makes through committees. “I’m not one of be the future for everything. It’s just so a big difference. I think it helps develop those people who believes in democratic much cheaper and immediate, and the one’s brain so that when you face human management and management by whole world will eventually be connected problems or organisational issues, or committee – that is just wrong.” After anyway, so it will be much easier to whatever challenges that confront one, many years of leading research teams and reach people through mobile and digital you have the thinking skills.” organisations, the new Pamro chief says channels.” But Haupt asserts that the very In terms of leadership, Haupt favours he’s discovered that participative, action- technologies that have disrupted traditional action-centred leadership to leading centred leadership that’s responsive and media, and which challenge traditional accountable works best. “People like and research, may well provide the solution to respond well to this management style. the dilemma of integrating data. They’re involved, they take part, but you know eventually you’re going to have to The hard sciences make the final call and be accountable for He wasn’t always a researcher, but started executive decisions.” out in what he calls the ‘hard sciences’ Pamro faces big challenges in terms – the world of physics and engineering. of championing better quality media data “My career slowly but surely developed across Africa, together with promoting away from the ‘hard sciences’ as I evolved greater data uniformity and symmetry. and became more of a social scientist But the organisation has full confidence by switching from one career path to in its new head. When Haupt’s another.” The new Pamro executive head appointment became official, Kenyan- says the benefit of studying hard sciences PAMRO 2014 based Joe Otin, Pamro Vice President, like physics, chemistry and mathematics is CONFERENCE told the media: “We believe that Paul has that it afforded him a good understanding the ability to carry through the collective of how the world works. The 16th meeting of Pamro and ideas of Pamro’s members,” while “The big thing is that it develops the All Africa Media Research Nigerian-based President Josiah Kimanzi your thinking skills – it develops your Conference will take place stated: “We are excited about Dr Haupt’s brain enormously, because logic plays in Accra, Ghana from 24-27 appointment because we believe that PHOTOS: THINKSTOCK, SUPPLIED an enormous role in those disciplines,” August 2014. The theme for this someone with his pedigree, audience explains Haupt. “When you’ve studied year’s event is ‘Media research research acumen and immense wealth physics and mathematics for a couple for one continent’. of experience will greatly accelerate of years after leaving school, you’re a Pamro’s agenda.” 22 strategicmarketingafrica Third quarter 2014 20-23 Media Research v4.indd 33 2014/06/26 12:07 PM