Book Review: Wyatt, Justin. <i>Creating the Viewer: Market Research and the Evolving Media Ecosystem</i> (Austin: University of Texas Press, 2024)

Nestled in an often-overlooked domain that is closely adjacent to, but not entirely part of, the media industries rests the subject of Justin Wyatt's new book, Creating the Viewer: Market Research and the Evolving Media Ecosystem.Television market research is a tool that helps shape media content and a key component in how media industries construct and approach the audience, but one that receives little attention in academic circles (or, truthfully, industrial ones).Drawing on many years of first-hand experience in market research, Wyatt aims to correct that oversight by focusing attention on the methods, limitations, and impact that market research has on the content that makes it to screen and how industrial elements think of the viewers for whom it is intended.