From A for AGF Videoforschung to Z for zapping, the most important technical terms in video research are explained here.
Fusion is a statistical method for transferring the characteristics of the respondents of one sample to another sample. The precondition is a certain incidence of common characteristics in both samples. In the fusion process, selected characteristics are transferred from the donor sample (sample from which the characteristics are merged) to the recipient sample (sample into which the characteristics are merged). Data transmission takes place individually between homogenous fusion pairs.
After successful fusion, the fused data sets can be analyzed as if they had been collected in a single sample (Single source). AGF uses a fusion method to represent out-of-home use and to transfer video streaming usage from Nielsen’s Video Streaming Panels to GfK’s Video Panel.