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The most often used is to see the quantitative survey information from research agencies in this regard to Nielsen information. Information media consumption habits is of them, which the media describes the most who consumed, but these information are common and are always the same result. Another thing is to see the pattern of competition, efficiency, creative approach, the available budget of coursework all this is connected with the purpose of promotion.

Current quantitative information ought to be complemented by deeper analysis of the pattern of life in greater detail is not quantitative information common information only. The information detail is the latest conditions in society and how the target audience consumes media, when they consume media and others. Such analysis is regarded as a qualitative analysis because it is still not available yet complete surveys that can be described through quantitative information. Information supporting the necessity for this because the current changes in society occur quickly, following a quick pace of expertise modify, for people in large cities who are early adapters to this expertise.

A media planner must be diligent in taking the time to make observations, looking, asking what was happening in the habit of the people those associated with the media. When the program Mamamia boom, or other programs, a media planner must make observations outside the Nielsen information, such as what the character of the target audience who like the program, whether the majority likes it or there is still an argument or dispute.

Media planners also must trace the habit of target audience, take example of a target which is thought about perfectly represent the target audience & search character & media consumption & the information obtained is used as a qualitative justification. Regarding the analysis of current conditions of which is that the higher the level of congestion does have an impact on media consumption patterns. Is the Net the higher consumption patterns, but they say that the Net is mostly used in the office to chat, e-mail or news updates, try looking for new facts on the net.

In the current state to whom they must use the TV and when, ought to the print media for what. Is it still represented a national newspaper, how about a local newspaper, how conditions in the area, nor may any other medium radio, outdoor and others. The results of these observations do not hesitate delivered to the client because it could be useful information for clients and naturally for media planners to define their own media to be used.