Tag Archives: BuzzFeed

#MediaInsights Day 2 Recap

After co-chair Rob McLoughlin gave a recap for Day 1 and a
look at what to expect for Day 2, Amber Case, author of Design for the Next
Generation of Devices, presented our first keynote: 

MULTIDIMENSIONAL MEDIA
& THE FUTURE OF ENGAGEMENT

Here, we got a comical look at connected devices and how the average
consumer has become dependent on them. She gave us a look at products like
PetNet, and how the Web and technology play a major role in self-development.

Day 2′s second keynote DIGITAL HUMANISM: THE COMING AGE
OF CONTENT
featured Edwin Wong of Buzzfeed and his insights on Recoding
Culture.  We got a look at Millennials
and how culture is being reshaped and where it’s headed.
76% of Gen Y say “it’s the norm to be radical” (as
opposed to 60% of Gen X).
Buzzfeed measured 4 millennial groups: Omegas, Sigmas, Cult
Kids, and Nichesters and the strong overlaps between these groups.
Wong stressed how we’re moving towards the end of
demographics, evolution of psycographics and the rise of the individual.
Tobin Trevarthen of 21st Century Narrative and author of
Narrative Generation was our next keynote speaker – BEYOND THE STORY: WHY
YOU NEED A NARRATIVE
.
Tobin covered:
??        
what is a narrative
??        
why you need a narrative
??        
story vs. Narrative
??        
building a narrative
A narrative differs from a story. More directly, a narrative
is a mosaic of related, contextual stories that inform and define one’s
perspective.
A story has a beginning, a middle and an end.  A story has a plot, and acts as a one-way
monologue.
A narrative is endless, and has a more interactive dialogue.
Tobin showed how Tesla automotive expanded the brand
narrative to reach consumers.
Our last keynote of the morning had Mainak Mazumdar, CRO of
Nielsen, speak of ADDRESSING TRUST AND TRANSPARENCY WITH BIG DATA IN TV
MEASUREMENT
.
Recently data sets had errors and inaccuracies in station
crediting, time shifted content and missing live viewing.  Mainak addressed 2 key questions:
??        
what is our “ground truth?
??        
how do we understand and correct for biases?
Nielsen used RPD data along with 200,000+ high quality
person’s panel to address methodology challenges.
The first of Day 2′s Track 1 case studies (Targeting
Viewers)
was CHANNEL ME, presented by Jason Shalaveyus from
Starcom and Nicole Tramontano from Turner. 
Despite the industry pendulum swing away from engaged reach
towards efficiency and programmatic buying in recent years, Starcom and Turner
set out to determine:
??        
Relative importance of contextual factors
??        
Range of impact
??        
Net effect
??        
Prevalence of optimal contexts among segments
Top findings included:
??        
easy wins where you have high control over
highly influential factors are hard to come by
??        
content has a stable shelf life, but ads spoil
quickly
??        
relevance is important
Armida Ascano and Gil Haddi from Trend Hunter presented our
next Targeting Viewers case study 
GEN Z: DIVING INTO THE YOUTH GENERATION.
Trend Hunter is helping clients find the stories that
connect them to Gen Z (infants to 17) – what defines them and what they mean to
Media.  They are not as big as
Millennials, but they are just as important. 
By 2020, Gen Z will be 40% of the consumer base.
Gen Z is the most diverse generation, and they are underrepresented
in the mainstream media. As a result, they:
??        
turn to influencers who look and speak like them
??        
already have the tools, creativity and desire to
create, but do not enjoy passive media consumption
??        
are swapping in aspiration for realism
As content providers, we need to choose influencers and messaging
with this in mind.
A nearly packed room showed up to see Melanie Schneider
(AMC) and Stephanie Yates (WE) present their case study VIEWER CHOICE:
PRIMETIME ALL OF THE TIME.
TV viewership has shown downward declines over the past 5
years.  However, content is up more than
ever.  How are we able to watch all this
content?  Technology has propelled viewer
choice.
AMC Networks did a study focusing on content, taking a
deeper dive into Nielsen respondent level data exploring viewers, their habits,
and how they watch content.
Our last Targeting Viewers case study for Day 2 was THE
OTT CONUNDRUM: USING PSYCHOGRAPHICS TO UNDERSTAND CROSS-PLATFORM VIDEO
CONSUMPTION
 
presented by Tamara Barber from Simmons Research.
Video consumption is not just linear and live anymore.  Simmons looked at comprehensive video
measurement across linear, SVOD, OTT and other connected devices.
OTT users are psychographically different. The Top 10 OTT
user attributes included:
??        
more digital
??        
more social media
While the Top 10 attributes for non-OTT users included:
??        
use cell phone for calling only
??        
read newspaper daily 

Simmons is hoping to use psychographics to optimize Media
planning and buying.

Agenda Premiere: The Media Insights & Engagement Conference Full Program Release

Is positioned to win in today’s highly competitive,
ultra-fragmented media environment?
The Media Insights & Engagement Conference will give you
the specific tools you need to captivate today’s connected consumer.

Learn how cutting edge media executives (from Bravo, ESPN, Buzzfeed, Twitter,
Viacom, AMC Networks and more) are re-imagining the future of television as
they share unbiased insights for:

??        
Overcoming measurement challenges,
??        
Uncovering the next generation of research
methodologies, and
??        
Utilizing data to drive engagement
Download the brochure
for full program details:
http://bit.ly/2dHg6yU
Save $100 when you
use LinkedIn discount code MEDIA16LI. Buy tickets here:
http://bit.ly/2dHg6yU
Cheers,
The Media Insights & Engagement Conference Team
@_MediaFusion
#MediaInsights
Themarketresearcheventblog.iirusa.com

P.S. Don’t forget to subscribe to our insights newsletter
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changemaker. 

Summary of The Media Insights & Engagement Conference Day 3

The final day of The Media Insights &Engagement Conference started off with co-chair Tom Ziangas giving us a recap of Day two.
Once again, we had a top-notched entertaining and informative keynote speaker, B. Bonin Bough, VP of Global Media and Consumer Engagement at Mondelez International, who discussed Turning Talent into New Rockstars. Bonin talked about the challenges of media and commerce in our ever changing world (radio to TV to digital to what’s next). His comical approach to our business covered topics like multi-tasking vs smoking pot, toothbrush usage, and the addiction of social media. He also gave us an understanding of Hackonomy – the concept of breaking things to create value.
Our featured session of the morning, Post-Disruption, The New, New Media Landscape, saw Jake Katz, VP of Audience Insights & Strategy at Revolt TV explain how brand positioning should take advantage of all of the cross-platform opportunities available. He focused on the cultural shift of audiences and consumers, as well as brand behavior, and how social media amplifies traditional media. Due to all our media options, Jason tells us that the medium influences how the message is received, so don’t be everywhere, be somewhere strategically.
The last day had three groups of strategy labs. The first breakout at 11 am consisted of:
??         Developing a Global Cross Channel Measurement Plan with Vivian Takach of Netflix
??         Gen Next: Is TV the Second Screen? with Mark Loughney of Turner, Sesame Workshop’s Diane Polvere, and was moderated by Robert Miner
??         The Democracy of Downloading: What Gamers Expect from Digital Distribution with Chris Rethore and Allison Taylor from MarketCast
The next lab sessions at 11:45 am were:
??         Viral Video Hits: The Why, How and What Established Networks Can Do About It
??         Decoding the Entertainment Landscape in Latin America
??         The New Habit of Always-On Shopping: What it Means for Marketing
Comedy Central’s Shari Cleary presented an entertaining (and R rated) session about viral videos on social media and how their growth is taking the world by storm. Content experiences resemble hanging out among friends for the viewers. Self-created content also creates a platform for those lacking presence in traditional media. Fans like these videos and find them fun and easy to use.  They also like the fact that they can form conversations around them.
The conference’s final lab sessions at 12:30 pm were:
??         The Future of Online Video Measurement
??         Understanding Kids and Media Behavior in a Multi-Screen World
??         Best Practices for TV Advertising in a 2-Screen Environment
Theresa Pepe from Viacom covered all of the areas about kids’ viewing and behaviors (that Nielsen is not measuring). Kids are using more social media and digital media like Facebook, Netflix, Instagram, Pintrest, Skype, Pandora, and a wide array of apps. We also learned about how moms are using smart and mobile devices. Top activities for moms include listening to music, communicating/sharing pictures, browsing the internet, and playing games. And kids continue to follow mom’s lead, but kids are more likely to view TV on mobile.
The conference concluded with the Case Study Awards. This year’s nominees were:
??         Digital Acculturation: Helping Brands Engage New Canadians presented by Olga Churkina-Voigt (Fresh Intelligence) and Sebastian Fernandez (Yahoo)
??         Not So Fast: The Benefits of Fast Forward Disabling with Duane Varan (MediaScience) and Julya Fridman (A&E)
??         Longitudinal Ethnography of Media Audiencesgiven by Richard Zackon (CRE) and David Tice (GfK)
After our co-chairs gave their closing remarks the MediaScience/A&E presentation was voted this year’s Case Study winner.
Overall, this was a great conference. The lab sessions were extremely helpful, as there were some very interesting studies and discussions about how we can better use data to monetize ROI. Yet, there is still a lot to learn in our ever-changing industry, especially among millennials, social media and cross-platform opportunities. Technology is constantly changing and we as researchers need to stay ahead of the curve to be successful in reaching our audience and consumers.
Our morning keynote speakers were all entertaining, engaging, and a great way to start off each day.  Dr. Jeffery Cole, Nir Eyal, Casper Berry and B. Bonin Bough each captivated the room, and in their own humorous way had us laugh, as well as think, as they each shared great insights about media, brands and viewers.
Our co-chairs, Tom Ziangas and Jess Aguirre, along with our event producer Rachel McDonald put together a fantastic program, and I am looking forward to next year’s conference in Ft. Lauderdale.

About the Author: Jim Bono is a TV industry veteran of nearly 25 years, working in Cable TV research for over 20 years.  He’s coming up on his 15th year with Hallmark Channel and Crown Media, where he is VP of Research and heads the department on the East Coast.  A Long Island native all his life, Jim is married to his best friend and wife of 23 years and has 2 wonderful teenaged sons.

The reports of Market Research’s death have been greatly exaggerated

The market research industry was fairly slow to innovate during its first 40-50 years.

 

For most of that time, the industry intensely focused on scientific methods and representative sampling.

 

 Debates raged for decades over the merits of random digit dial versus listed number samples.

 

 Enter the internet.

 

 People whispered, calling Gordon Black a heretic when he took polling online.

 

The internet bubble burst in the early 2000′s, putting tremendous pressure on corporate profitability.

 

Many marketing researchers sucked up their pride (and some of their principles) and embraced the world of large, but non-representative internet panels.

 

“Good enough” actually became the new standard.

 

Despite losing what they once treasured, a critical mass was reached. (Well, look at that! A Malcolm Gladwell reference–see him and LRW brain scientist Jeremy Sack at TMRE in October! #ShamelessPlug)

 

malcolm-gladwell-3JeremySack_RT

 

 

 

 

 

 

 

 

 ‘And upon reaching that critical mass and tasting the fruits of new capabilities, the industry gave in and fell in love with technology.

 

Their trepidation gave way to excitement. Their excitement turned into zeal for anything and everything new.

 

 

fMRIs and neuroscience showed up. People ran to them, saying they would replace survey research.


Then there was ‘listening’ and ‘communities’ and ‘big data.’ Each craze caused predictions that the end of market research was near.

 

 

Our industry needs to stop falling in love with ‘shiny new objects’ and following whatever is the latest, coolest technology.

 

At LRW, we’re not the biggest company in the industry, but we have a mission to link world-class market research to real business impact.

 

Yes, we embrace technology when it serves our strategic so what’ vision. (Soon, you will learn more about our groundbreaking virtual reality work.) 

But we don’t do it because it’s unbelievably awesome and cool (though it is). We only embrace those technologies that serve our strategic mission and provide actionable data to our clients to help their businesses grow!


 

As you embrace new technology, please ask yourself: are you facilitating a strategic vision or following a fad?

 

Forgo fads (like BuzzFeed style blogs).

About the Author

David Sackman, CEO, Lieberman Research Worldwide


David Sackman has over 25 years experience in marketing and research.  He is an expert in marketing strategy and student of leadership.  Dave is the CEO of Lieberman Research Worldwide and has turned LRW into the global so what’ company, focused on using consumer feedback to drive business impact. You can follow him on Twitter (@DavidSackman).








* Republished from original at lrwblog.net with permission.