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Peter Callius is originaly from the print media industry but then he realised the importance of media research to the whole media industry. He has been heading both the media department and earlier the brand/consumer research department at TNS Sifo – Sweden's largest and leading research agency. He believes in integration, integration between consumer, brand, advertising and media research. And he is a true believer in integration between the different media silos. He is a regular speaker at media and research conferences.