Tag Archives: multimedia

Is Amazon in the Room?

By: Laura Sigman

This post was
originally published on the LightSpeed Research blog.

On a recent
earnings call
, Sir Martin Sorrell, CEO of Lightspeed’s parent company WPP, talked
about what keeps him up at night. And no; it’s not (necessarily) his infant
daughter ‘ it’s Amazon.
‘And I would just mention the rise of Amazon, because in
answer to the question, my favorite question is what worries you when you go to
bed at night and when you wake up in the morning. It’s not a three-month-old
child (laughter), it’s Amazon, which is a child still, but not three months.
And Amazon’s penetration of most areas is frightening, if not terrifying to
some, and I think there is a battle brewing between Google and Amazon.’
The fear mostly seems to be of the unknown, as Amazon is
thought to be quietly
pursuing an advertising strategy
 carefully away from the watchful eyes
of Wall
Is Amazon really committed? They are by pure virtue of their
strategically evolving business model. By being among the first big players on
the e-commerce scene, they cemented their early adapter consumers to them.
They’ve grown a multimedia offer around their core competency, and now Amazon
knows not only what we read, but what we search for, what we buy, what we
watch, what we listen to. I’m an Amazon Prime customer, and I take advantage of
all of the bells and whistles that come along with it. So they know what
content I’m engaging with, and whether I’m connecting to the content from my
PC, smartphone, tablet or Alexa. And they can leverage this vast supply of
shopper and behavioral data to sell hyper-targeted advertising to brands who
can then speak directly to me.
When you look at it like that, it’s really not much
different than how we’ve worked in the panel world. Historically, we have facilitated
the conversations brands have with consumers, and have evolved by taking
advantage of emerging technologies to help amplify those conversations. And,
like Amazon, we grew our business by embracing early on that panelists
(consumers) are people, too. 
(Believe it or not, it’s not as obvious to
everyone as that sounds!) Today’s consumers want to have meaningful
interactions, but they also want to have them when and where is convenient to
them. So we meet them on their devices of choice; we always design surveys
mobile-first (in fact, Lightspeed has an
entire team dedicated to this
) and we use
data appends
 to reach the right consumer with the right questions. We
invite survey respondents to answer open-ends with video
 ‘ an engaging experience for them resulting in more
meaningful data for brands to act on. We’re able to blur the line between quant
and qual, intercepting surveys with invites to participate in deeper, on-point
conversations. And brands can leverage all of this to create hyper-targeted
advertising that speaks directly to their consumers. Which ties back to that
Amazon example I shared above.
As Kantar pointed out at their FragmentNation
, the marketplace is splintering — not with a whimper but with a
bang. So while the ad world should fear the Amazon in the room, it should also
embrace it. It’s an eye-opening reminder that consumers are advertising’s most
valuable assets in a marketplace that is more diverse and fragmented than ever.

Live from #TMRE14: Museums: How the Art of Curation Will Change the Way Organizations Learn & Act on Insights

Michael Francesco Alioto, PhD, Vice President, Global Methods, at Gongos Research, and Amy Perifanos, Senior Director, newly launched insights arm, Arti|fact at Gongos, presented from data libraries to insights museums.

In times of rapid change, experience could be your own worst enemy. – J. Paul Getty

The worst enemy could be status quo or not doing anything. Are you evolving?

Truth 1:

We need each other now more than ever. Collective action.

Truth 2:

We find ourselves in a paradox, we are regarded for our rigor but are required to transform.

Insight Curation – inspires wisdom to drive great decision making: consumable (accessibility), immersive, and memorable.

Art & Market Research: Parallel Worlds

Enlightenment is not about becoming divine. Instead it’s about becoming more fully human” – Buddha

The DIA Museum strategy: Engagement, context, reference

We’re putting technology right in there with the object. It’s a link, not an end in itself like a database. It helps bring people closer together and connect with them.” - Jennifer Czajkowski. Director of Interpretive Programs The Detroit Institute of Arts

Transform static things into an experience utilizing the latest technology and tools.

Infographical journeys: use metaphors, easy to see patterns, new watercooler
Video Narratives: carefully crafted music, customer narratives, authentic, emotional and human
Insights portals: Data, word art, multimedia, give power to the user

Build intelligence for a theme or topic, enhances EQ, allows better decision making.

The shift for us is mindset, environment and accessibility.

Make it fun and think dynamic multimedia experience!


Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.