Media researchers aren’t rocket scientists - unless of course they
are Andris Umblijs, Initiative Media’s ’econometric analyst’.
Latvian-born Umblijs made microchips for the USSR’s secret space
programme, no less. In 1991, the Soviet Union collapsed and Umblijs, who
speaks four languages, was hand-picked by US Congress to study for an
MBA in America.
He decided to settle in the decadent West for good, later landing a job
in the UK as a business analyst for Kellogg. He joined Initiative Media
’I specialised in making chips that would cut down on noise, and detect
and amplify signals in space,’ Umblijs explains. ’In a way, it was just
like what I do now. Here we detect advertising signals among the noise
of everyday life and use mathematical methods to measure consumer
response to those signals.’ Blimey.