Tag Archives: netflix

How Netflix Cracks Consumer Moments-of-Truth

Consumer Insights Director Talks
Research Innovation
By Marc Dresner, Senior Editor, IIR
It’s a testament to the fragility of success in changing
times that just 15 years ago Blockbuster Video declined an opportunity to buy
Netflix for $50 million.
(The former, of course, now rests in the business boneyard;
the latter is worth about $33 billion today.)
Without exploring Blockbuster’s missteps in detail, it’s
pretty clear that they missed a thing or two about the market and the consumer
that Netflix did not.
Indeed, the best defense against hubris in this era of flux may
be an organization’s appetite and aptitude for insights. Fortunately for
Netflix, neither seems to be a problem.
Dave Decelle
According to Consumer Insights Director Dave Decelle, Netflix
has more than tripled its consumer insights function to a team of 20 since he
was hired a few years ago.

As one of four centers of intelligence, Decelle says his
group’the only one that speaks directly with the consumer’has had to pretty
quickly carve out an identity for itself in the organization.
‘Netflix
is very Big-Data-centric and A/B-testing-centric, so it’s been an interesting
challenge to understand where consumer insights fit into that.’
‘Netflix is very
Big-Data-centric and A/B-testing-centric, so it’s been an interesting challenge
to understand where consumer insights fit into that,’ Decelle told the Research
Insighter.
Not surprisingly, Decelle notes they’ve found a valuable
role in delivering the why behind all of the behavioral and other data Netflix
collects, but he adds ‘we’re really careful about not taking what consumers say at face value.’
‘We try to steer clear of just listening
superficially to what consumers tell us.’
‘We try to steer clear of just listening superficially to what consumers
tell us,’ Decelle said. ‘We try to identify and understand the true underlying
motivators that are driving that response.’
This has led Decelle and his colleagues to pursue some interesting
solutions, methodologically.
‘It’s not unusual for the consumer insights team to
be innovating on techniques.’
‘Netflix is a very innovative culture and so it’s not unusual for even
the consumer insights team to be innovating on techniques,’ Decelle noted.
In this interview for the Research Insighter
podcast series, Dave Decelle  takes us
inside consumer research at Netflix and shares some lessons learned, including:
‘ How to get at
the moment-of-truth via in-the-moment techniques
‘ Why recall is
unreliable
‘ How to engage
internal clients through ‘opportunistic enthnos’ and offsite safaris’and much
more!


Editor’s note: Dave Decelle will
be speaking at TMRE 2015The Market Research Event‘now in its 13th
year as the largest, most comprehensive research conference in the world taking
place November 2-4 in Orlando.
For information or to register, please visit TheMarketResearchEvent.com.

(Ps. SAVE $100 when you register with codeTMRE15BL!) 

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

This Week In Market Research: 8/10/15 – 8/14/15

Here’s something you never thought you’d hear someone say: enrich your business knowledge by watching Netflix! Weird right? But according to an Entrepreneur article this week, there are 12 different Netflix documentaries that will help increase an individual’s business mindset. Among the 12 documentaries listed is the documentary ‘Joan Rivers: a Piece of Work.’ According to the article, this documentary adds to one’s business repertoire by showing how to adapt constantly while also staying relevant. Personally, having not seen the documentary, I wouldn’t assume a documentary about Joan Rivers would help business-minded individuals. However, the point being made about adapting and staying relevant, something which Rivers was very used to, is definitely something that a business must undergo to not only survive but thrive. Throughout the piece, you will comes across many other documentaries listed that don’t seem to have any sort of business-related value, but actually hold a lot of insightful business strategies when explored further.

Entrepreneurs work long hours and torture themselves trying to stay afloat and create a business from the ground up. So why do we still have people who want to be entrepreneurs you ask? According to a recent article on Entrepreneur, there are five different motivations that keep producing the world’s entrepreneurial mindset. These motivations include, Money, flexibility, control, teamwork, and legacy. The one motivation that stuck out to me was flexibility. Something that attracts the entrepreneurial mindset is wanting to work outside of the traditional work life and essentially be your own boss. The other motivator that I can definitely relate to is control. Everybody wants for be able to control their work life and how things get done around the business. Being an entrepreneur and starting a business enables one to make the majority of the calls within the organization. Interested in why these are the five listed? Read the full article on Entrepreneur’s site.
In a recent article on Fast Company, Elizabeth Segran explores what market research can tell us about targeting ‘mommy bloggers.’ ”whatever you choose to call them, female bloggers who write about raising their children are a powerful force on the Internet’ there are armies of them.’ Following the story of Susan Peterson, a woman who marketed home-made baby moccasins, Segran explains the beginnings of Peterson’s career and how she used ‘mommy bloggers’ to gain attention. ”Petersen would send off pairs of moccasins to bloggers in an effort to spread the word about her company, which she named Freshly Picked.’ However, many organizations use this sort of tactic to gain more internet attention. In the case of Ms. Peterson however, she was able to break through that noise due to the relatable nature of her story. The point to this story and the central thesis of the article is to think outside the box when marketing a product to your target audience and find unique ways to spread the word.

Is the world getting worse or are we improving? What do you think? Well, according to an article by Fast Company the world is getting better if you measure it by global poverty, health, and education. However, don’t get too comfortable because extremism, climate change, and inequality are growing. ‘On the positive side, it sees progress on poverty, school enrollment, mortality, water access, literacy, and hunger. On the negative, it finds that climate pollution, bio-capacity, income inequality, terrorism, and corruption are all worsening.’ So what does all of this research mean for the world and how the market will run? Learn more about the possible threats to the market and how this research may impact your business strategy by reading the full article.

Nichole Dicharry, is a Digital Marketing Assistant at IIR USA, Marketing and Finance Divisions, who works on various aspects of the industry including social media, marketing analysis and media. She can be reached at Ndicharry@iirusa.com 

The Media Insights & Engagement Conference 2015 Executive Summary is Here

This year, The Media Insights & Engagement Conference brought together leaders from the best of the media industry including: ESPN, NBCUniversal, Disney, ABC, Viacom, CBS, Scripps Networks, Turner Broadcasting, Revolt TV, Comcast, Netflix, AMC, Discovery Communications and more. They collectively explored the changing media experience to create better engagement strategies informed by actual viewing behaviors. This event proved to truly be the place to explore the new world of multi-platform, hyper-viewing in the post-disrupted media landscape, advance new insights and create future partnerships.
The feedback from this year’s event was overwhelmingly positive. Check out what people had to say about it:
‘An awesome conference that provides a once-a-year enclave for researchers looking to share ideas, keep current with trends and learn more than they expected.’ -Theresa Pepe, VP, Ad Sales Research, Nickelodeon Group, Viacom Media Networks
‘The Media Insights & Engagement Conference is one of the most efficient ways to keep on top of (or even ahead of) the rapid and unprecedented changes in the media environment.’ -Jess D. Aguirre, SVP Research & Media Planning, Crown Media Family Networks
‘The Media Insights & Engagement Conference has become the ‘must attend’ event to hear candid and uncensored insights from the top echelon of today’s TV research thought leaders.’ -Robert Miner, President, Miner & Co. Studio
‘The Media Insights & Engagement Conference hit the rare trifecta of an event, topical program agenda, insightful speakers and an engaged audience.’ -Tom Ziangas, SVP, Research & Insights, AMC Networks
From iconic speakers, to brilliant presentations, to collaborative workshops, and unforgettable experiences, download the executive summary of highlights and takeaways from The Media Insights & Engagement Conference 2015: http://bit.ly/1zsXXUg
Overall, this year’s conference was a success. Technology is constantly changing, and The Media Insights & Engagement Conference helped the attending researchers to stay ahead of the curve to be successful in reaching their audiences.
Jim Bono, VP Research, Crown Media Family Networks, wrote: 
‘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 Fort Lauderdale.’
Download the executive summary here: http://bit.ly/1zsXXUg

For more on The Media Insights & Engagement Conference and the latest in media insights, visit our social media channels at any time on LinkedIn, Facebook, Twitter, YouTubeand Blog for more.

Content Is “Kinger” Than Ever

“I’m a television guy.  TV is the most powerful medium ever invented” says Keynote Speaker Jeffrey Cole, Center for the Digital Future and Research Professor, USC Annenberg School for Communication.  Keynote Speaker Jeffrey Cole, kicked off the Media Insights and Engagement Conference here in San Diego this morning discussing all things television-where it is today and where it’s heading.

Mr. Cole is a storyteller, no powerpoint (how refreshing!) and full of great anecdotes about television penetration and content distribution.  He says that content drives everything.  “Content is ‘kinger’ than ever,” says Cole.  He knows television better than most and was full of many television viewing predictions.
Here are a few of his television predictions in regards to Millennials:
1.  They don’t use landlines
2.  They don’t subscribe to newspapers
3.   They are not satellite and cable subscribers
4.   Many don’t even own a TV set
Mr. cole predicts that television will completely transform itself in the next 24 months. The average sized TV purchased today is 50 inches. Viewers have a wide array of programming choices-almost too many-with Netflix, HBO, Hulu, ESPN, the four networks, etc.,. There simply are too many choices for viewers at ever-increasing monthly rates.  The bottom line:  we need to provide choice but at far more reasonable rates.  The consumer on average pays about $5.85 month for ESPN which is a great bargain if you love sports.  ESPN currently reaches 100 million cable and satellite subscribers.  Mr. Cole sees an a’ la carte approach to viewing television- we only pay for content we want-as the next big transformation in television viewership.
Other predictions from Mr. Cole:
1. Half of movie screens in America will go away
2. The line between film and television is blurring
3. Best high quality programming is moving to television (think Kevin Spacey in House of Cards, Netflix)
4.  The shine on Netflix is about to disappear with major competitors Amazon and HBO offering original programming at affordable prices
Mr. Cole says it’s a great time to be creating television programming.  It is the most exciting time in television with all the great content that is bubbling up to the surface.  Stay tuned!

About the Author: Kerry Inserra, is Managing Partner and Co-Founder of Zip2Media, a media planning and buying agency located in the San Francisco Bay Area, with a focus on social media, SEO, SEM, traditional media, sports marketing, and blogging.  Kerry has worked for CBS Radio and Television, ABC Radio/Television and Disney.  Follow her @kinserra.

A Personal Message from Clay Collier, The Media Insights & Engagement Conference

As we kick off the New Year, I find myself reflecting over where the industry has been, and where we’re going in 2015. The changes have been immeasurable.

Networks like CBS and HBO are going direct to the consumer. Movies like The Interview and Veronica Mars have launched on-demand, rather than the traditional in-theater release. NBC is urging viewers to watch TV without a TV. How are we going to measure and engage with viewers in the continuously changing media landscape?

The Media Insights & Engagement Conferencecan help. And, I’m happy to be able to extend a special rate for you to join the industry in San Diego in just one month. Hundreds of media executives (with over 65% from the client-side) will be at The Media Insights & Engagement Conference to uncover what the future of media will look like – will you?

View the most up to date agenda: http://bit.ly/1ARocZz

Take a look at just some of the companies already confirmed to participate:
AMC Networks // Charter Communications // Fox Networks // Netflix // Viacom // CBS Corporation // Google // HBO Latin America // ABC Television // Turner Broadcasting // Amazon // Hulu // REVOLT TV // Warner Bros // Yahoo! // Google // Univision // Disney // NASCAR // Comcast Spotlight // Discovery Communications // Meredith Corp // Scripps Network. 


Click here to see the full list: http://bit.ly/1xUP08V
Submit Your Nomination for the REMI Award – Research Executive Media Industry Outstanding Contribution: We would like to acknowledge an individual whose outstanding contributions, innovations, or leadership has impacted the way research has shaped the media industry and entertainment landscape. The Award recipient will be announced on Thursday, February 5th at The Media Insights & Engagement Conference. 
Mention code MEDIA15BL and save $100 off the current rate: http://bit.ly/1ARocZz
It’s my pleasure to personally invite you to join us at The Media Insights & Engagement Conference 2015 for the experience of a lifetime.

All the best,
Clay Collier
Business Development Manager, IIR
The Media Insights & Engagement Conference

@_Mediafusion

#MediaInsights15

GfK’s SVP of Media & Entertainment On How Viewing Devices and Services Impact Audience Measurement

In the first of The Media Insights Interview Series brought
to you by The 2015 Media Insights &
Engagement Conference
, I caught up with David
Tice
, senior vice president, Media and Entertainment at GfK Custom
Research, to discuss how the explosion of devices and services for viewing is
impacting audience measurement.
This year, The Media
Insights & Engagement Conference
gives you an up-close, contextual view
on the changing media experience to create better engagement strategies
informed by actual viewing behaviors. This event gives you an opportunity to
explore the new world of multi-platform, hyper-viewing in the post-disrupted
media landscape, advance new insights and create future partnerships. This
event is playing host to companies with some of the highest purchasing power in
the industry, many of which spend more than $2.5 billion annually on
advertising.
According to Tice, the two screen environment has made it
easier for people to see an advertisement on TV and then go onto their
smartphone or tablet and visit the website if they are interested. And, this in
turn, has been really helpful to advertisers.
‘People’s use of television is, whether it’s younger or
older folks, hasn’t changed a lot. What’s changing is the source of what they
are watching,’ he said. ‘In the past it was your broadcast or cable networks,
now people are using their TV sets to watch Netflix, Amazon or Hulu, because
they want to use that bigger screen, that better quality sound than just
watching it on a laptop or a tablet.’
Tice explained that in Gfk’s tracking research, each year
they have seen that more digital viewers are using a TV set than are using
computers.

Check out my full
podcast interview with Tice below:




Want to hear more
from David Tice? Don’t’ miss his session, ‘Insights into the effects of
internet technology and video platform proliferation on viewing behaviors’ at
The Media Insights & Engagement Conference at 2:00 pm on Wednesday,
February 4, 2015. To learn more about this event or to register, please visit our
website:
http://bit.ly/1xS9zS0
About the Author:
Amanda Ciccatelli, Social Media Strategist of the 
Marketing Division at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. Amanda is the Editor at Large for several of IIR’s blogs
including 
Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld
and World Congress for Business Analysts
, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

GfK’s SVP of Media & Entertainment On How Viewing Devices and Services Impact Audience Measurement

In the first of The Media Insights Interview Series brought to you by The 2015 Media Insights & Engagement Conference, I caught up with David Tice, senior vice president, Media and Entertainment at GfK Custom Research, to discuss how the explosion of devices and services for viewing is impacting audience measurement.
This year, The Media Insights & Engagement Conference gives you an up-close, contextual view on the changing media experience to create better engagement strategies informed by actual viewing behaviors. This event gives you an opportunity to explore the new world of multi-platform, hyper-viewing in the post-disrupted media landscape, advance new insights and create future partnerships. This event is playing host to companies with some of the highest purchasing power in the industry, many of which spend more than $2.5 billion annually on advertising.
According to Tice, the two screen environment has made it easier for people to see an advertisement on TV and then go onto their smartphone or tablet and visit the website if they are interested. And, this in turn, has been really helpful to advertisers.

‘People’s use of television is, whether it’s younger or older folks, hasn’t changed a lot. What’s changing is the source of what they are watching,’ he said. ‘In the past it was your broadcast or cable networks, now people are using their TV sets to watch Netflix, Amazon or Hulu, because they want to use that bigger screen, that better quality sound than just watching it on a laptop or a tablet.’
Tice explained that in Gfk’s tracking research, each year they have seen that more digital viewers are using a TV set than are using computers.

Check out my full podcast interview with Tice below:

Want to hear more from David Tice? Don’t’ miss his session, ‘Insights into the effects of internet technology and video platform proliferation on viewing behaviors’ at The Media Insights & Engagement Conference at 2:00 pm on Wednesday, February 4, 2015. To learn more about this event or to register, please visit our website: http://bit.ly/1xS9zS0
About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

TMRE 2013 Video: 5 Shocking Trends That Will Change the Way You Do Business

Constant change at a rapidly accelerating pace is upon us. How you, as a research company or a client-sider, plan to allocate your time and money in order to keep up with the pace of change is becoming an increasingly tricky equation. Here are a few things you should note about the pace of change.

Wynne Tyree is the Founder and President of Smarty Pants and discusses her findings in this presentation available here (Run time: 00:36:16). The five trends she discusses in this encore session are:

1. Facebook is Dead – Young people are leaving Facebook for other apps such as Snapchat or Instagram. The reason for this being is the invasion of parents onto Facebook and as a result young teens are leaving for more private apps.

It is important to note that these millennials are not deactivating Facebook, they are just using it differently.


2. Zero TV Households – This doesn’t necessarily mean that a household doesn’t own a TV, it just means they do not pay for cable.

In fact, 75% of these households own TVs they just use other means to get TV such as Hulu or Netflix.

3. Bigger is Normal – This trend deals with the obesity problem in America and is a problem because becoming heavier is the new norm in America.

Almost 70% of adults are overweight or obese, and this is setting a bad example for our nations youth. Most of the top brands in the U.S. (28/50) are nutritionally weak and this is not helping the problems.

4. Dads Are Important – The number of stay at home dads has doubled in recent years. Dads have their own unique style of parenting and are available to be targeted.

Also, 50% of dads do grocery shopping for the family and this is another area to target dads.

5. What Does The Fox Say: This YouTube video is funny and random and that is the trend. The fact that there is no point and that anyone can create content is what makes this a trend.

This video and videos like it are open to interpretation and are connecting people because they are funny in a different way for every individual.

About the Author:
Ryan Polachi is a contributing writer concentrating his
focus on Marketing, Finance and Innovation. He can be reached at rpolachi@IIRUSA.com.

Spotify Looks Inside Data & Music Intelligence for Insights

New Spotify blog is the music streaming service’s solution to personalized discovery

Attention music lovers and market researchers alike: Spotify has created a The Spotify Insights Blog that will use consumer data to highlight how the world is listening to music.  The music blog will feature articles about music and how people experience it – pulling from the company’s own listening data and music intelligence from The Echo Nest, the technology company Spotify bought in March that powers Web radio, recommendations, and playlists.
According to Eliot van Buskirk, Spotify’s ‘Data Storyteller’ who runs the new blog, there will be several articles published each week about the way music has changed over time.  “It will create new ways for people to listen,” Buskirk told CNET in a recent interview. “It can be daunting when there is so much music out there.”
Working with the company’s analysts on these musically-driven scientific experiments, Van Buskirk said his intent is to keep telling these stories, releasing these fascinating maps, info-graphics, articles, more lengthy than a regular company blog. It’s a way to get these stories to anyone who’s curious, including music fans, fans of data trivia, and journalists. 
‘Most companies don’t open their inner data stores to the outside,’ he explained. ‘We want to turn it into these clear-cut nuggets of, hopefully, entertainment that’s definitely scientifically driven.’
With streaming music services like Spotify growing more popular every day, their catalogs of millions of songs have solved one problem for consumers: access to nearly all the music in the world without breaking the bank. But, have also created another problem: with all that music at customers’ fingertips, how do they find the songs they like but don’t yet know? Spotify is solving this personalization conflict, along with video compatriots like Netflix and YouTube.
“A lot of the time we don’t know what we’re going to find until we start looking,” said Buskirk. “The idea is to be rigorous with the data and expose our methodology, being as scientific as we can and telling as many reality-based stories as we can.”

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.  

The Media Insights & Engagement Conference Brochure Now Available

“This conference hit the rare trifecta of top quality
attendees, inspiring speakers and great organization. Looking forward to the
2015 event.” – Tom Ziangas, SVP Research, AMC Networks

Tom’s not the only one looking forward to the 2015 event, we’re excited to be
able to present you with your first look at The
Media Insights & Engagement Conference
brochure. Download the agenda
now: http://bit.ly/1B1I5J1

The Media Insights & Engagement Conference is the industry’s must attend
event for next generation research & engagement strategies helping you
overcome challenges and decipher the future of media. Featuring best practices
and lessons learned from ESPN, ABC TV, Netflix, NBCUniversal, Revolt TV, AOL,
Yahoo!, Warner Brothers, GroupM, HBO Latin America, AMC Networks, Aereo,
Viacom, Clear Channel, Google, Discovery Communications, Turner Broadcasting,
Univision & more. Download the brochure for the full speaker line up:  http://bit.ly/1B1I5J1

The Media Insights & Engagement Conference 2015
February 3-5, 2015 // The Westin San Diego // San Diego, CA

What’s New for 2015?
  • The State of the Industry: Deciphering the Future Keynote
    Panel hosted by David Poltrack, Chief Research Officer, CBS Corporation, Howard
    Shimmel, Chief Research Officer, Turner Broadcasting & Liz Huszarik, EVP,
    Media Research & Insight, Warner Bros
  • A Call to Action for Millennials: Boost Your Skill Building
    and Professional Development Master Class facilitated by Tom Ziangas, SVP
    Research, AMC Networks and Jess Aguirre, SVP Research & Media Planning,
    Crown Media Family Networks
  • Rising Stars vs Experienced Leaders Interactive Session, giving
    an inside look at the power of both rising stars and experienced researchers as
    they try to tackle the issues the industry faces today.
  • Uncover the Changing Face of America and what it means for
    your viewership with insights from Marilyn Stephens, Data Dissemination
    Specialist, Media Lead, US Census Bureau, Julie Zwissler, SVP, Marketing &
    Partnerships, MNet America, Stephanie Yates, VP, Research, TV One and Michele
    Meyer, VP, Network Research, Univision
  • The Media Insights & Engagement Case Study Competition
    & Awards. Submit your innovative, results-driven research methodologies and
    applications to be reviewed by our judges. Winners will be announced at the
    event!

And much, much more!
Download the
conference brochure for the complete program: http://bit.ly/1B1I5J1
Join us in February to explore the new world of
multi-platform, hyper-viewing in the post-disrupted media landscape to
accelerate new insights and create future partnerships.

We hope to see you there!

Mention code MEDIA15LI and save 15% off the standard
rate. Register today:
http://bit.ly/1B1I5J1
All the Best,
The Media Insights and Engagement Conference Team
@_MediaFusion
#MediaInsights15