"Media funders are still looking at questions of media assessment through many different lenses. The survey results indicated that the two biggest challenges facing this field are lack of consensus about what constitutes “impact” (33%) and lack of clarity about methods/measures within the media field (30%). Rather than a weakness, however, this may prove to be a strength. The diversity of approaches allows for small groups of like-minded funders and grantees to develop and test tools and methodologies specific to their shared goals. Rather than a single tool or approach, the field may end up with a suite of relevant approaches to be applied in various instances. MIF will continue to track this emerging field, and will work with funders to continue related conversations that help to hone more targeted methods." (Executive summary, page 3)