Tag Archives: Nielsen

Q&A with Nielsen’s Chief Research Officer Mainak Mazumbar

In our Insights Interview series, we sit down with insights
executives to discuss the state of insights and where it’s going in the future.
We were fortunate to catch up with Nielsen’s Chief Research Officer Mainak
Mazumbar recently.
Here’s what he had to say:
What is the state of
the media research industry in 2017?
Mazumbar: Acceleration
of fragmentation and digitization of media will continue to create unique
opportunities for the media research industry. 2017 is the year when media
research will deliver massive measurement innovation by incorporating various
data (e.g. mobile devices, set top boxes, over the top, location etc) into the
current measurement methodologies in ways no one ever has before.
What have been the
biggest changes in the industry since you started your career’?
Mazumbar: Decline
in consumer participation in surveys and rapid adoption of mobile devices have
posed methodological and measurement challenges. Researchers have much better
insights into media behavior than before because of digital data. New open
source tools and cloud now allows researcher to deliver measurement at speed
and scale’. New data science talent who are versed both in statistics and
computing.
Have the influx of
social media and mobile made your job easier or harder?
Mazumbar: It’s definitely
easier because social and mobile data now allow us deeper understanding of
media consumption in almost real time. The challenge is how we, as researchers,
develop methodologies addressing both scale and speed.
How has the media
consumer changed in the past few years?
Mazumbar: While
we see continued fragmentation, consumers are spending more time on media than
ever before. I think mobile and new forms of video make a huge difference and
have revolutionized how we consume and interact with media.
How can media
companies do a better job reaching the new age consumer?
Mazumbar: Continue
pushing forward new strategies for mobile and video.
What is the biggest
challenge in the media industry today?
Mazumbar: Three
challenges:
1) It’s all about consumers’ “attention” on
various platforms and devices
2) Get ahead of fraud/ viewability issues and regain
advertiser’s and consumer trust
3) Data protection and privacy
Where do you see
media research moving in 5 years?

Mazumbar: There is an increasing
need for a third party and objective view of consumer behavior. This will
require researchers to develop independent and high quality data sets that
reflect the true behavior of real people — to address biases, limitations and
incompleteness of device level data. And the speed at which clients need to
make business decisions is increasing. Therefore, we need to deliver research
and insights with speed and scale.
Want more expert insights on the market research industry? Attend one
of upcoming 2017 insights events:
Marketing Analytics
& Data Science
April 3-5, 2017
San Francisco, CA
Use code MADS17LI for $100 off.
Buy tickets: https://goo.gl/YqXZdx

TMRE in Focus
May 1-3, 2017
Chicago, IL
Use code FOCUS17LI for $100 off.
Buy tickets: https://goo.gl/c2UdIv

OmniShopper
June 20-22, 2017
Minneapolis, MN
Use code OMNI17LI for $100 off.
Buy tickets: https://goo.gl/oUB85g 

TMRE: The Market
Research Event
October 22-25, 2017
Orlando, FL
Use code TMRE17LI for $100 off

Buy tickets: https://goo.gl/SKtcUv

Extinction or Revolution? How Market Research Can Excel in this New World

The Research Insighter caught up with David Boyle, the BBC’s EVP of Insights at our last TMRE event, you can watch the video here. Their lively discussion addressed the seemingly insurmountable difficulties the market research industry is facing right now, and offered some pretty concrete solutions.

The Research Insighter: “At TMRE 2015 there were some pretty big words thrown around, revolution, extinction… what do you make of all this with regard to the state of the market research industry today?”

The market research industry is certainly dealing with some scary stuff right now.

 
David Boyle: “Some big scary words… I think there are some serious challenges (for market researchers) from a number of different directions: New data sources resulting from digital engagement competing for business leaders’ attention, and people are doing research themselves with new tools such as: Survey Monkey, Google forms, social media analytics and data. The core work you’ve been doing for years is being competed against with all these new supposedly insightful data sources.
Everyone’s talking about big data or data science, it’s the topic of investment and where the future lies. So that’s what’s getting managers’ attention. There are very real risks for market researchers and the market research community.”
 
The Research Insighter: “How is this manifesting itself in your world at the
BBC? Obviously media is the probably first and hardest hit by all of the disruptive technologies to date.”

Step one to “overcoming the peril”? Ask the business question you are trying to solve for.

 
David Boyle: “I think the 1st step is to ask what the business question is that you are trying to solve for? This is key to overcoming the peril. Let’s get really clear. If you trying to monetize TV consumption, sure the Nielsen ratings are ‘the currency’. If you are trying to understand the reach of a brand in broader terms, it is not the data you should be using, it’s only part of the puzzle. You have to define what you mean by ‘brand engagement’ and therefore which are the data sets you want. If you’re trying to understand interest in the show that is not monetized ‘ who’s interested in the show but not watching it.
We see piracy for example, in some countries, it’s a pretty clear signal of interest in the show. We don’t see that interest reflected in TV ratings. We have to find an alternate business model by which we get the show to those people in a monetized way. That demand is by definition not in the ratings. It depends on what business question you are trying to ask. Starting from a business question and saying ‘what data is available to help me answer that question’? ‘What’s the best data I should use’? not ‘what data do I have handy’? and then solving the business problem carefully.
 
The Research Insighter: “How has this surplus of information affected how you operate as a market researcher?”
 
David Boyle: “You need people with skills and time to pull together multiple data sources and tell a story across that data source. Piracy, research, social media engagement and TV ratings for example. In the old world, market researchers would have a product they worked on, maybe the brand tracker, that was their expertise. They’d report the brand tracker results with great pride and then they’d run the next brand tracker. It’s no longer the world we live in.

That person now has to also take into account consumption, unmonetized consumption, social media engagement. That person has to tell a rounded story about what’s going on with that brand. Telling a story data source by data source is no longer useful to us as a business. That’s a slightly different skill set. The question for market researchers is: do people who run brand trackers have the skills, permission, encouragement and time to do rounded storytelling instead of being product focused. My opinion is yes, but they’re not always given the permission or time.”

 
Key things for the market researcher to be successful: Time and Permission

The Research Insighter: “Has your department adjusted to this change with relative ease or has it been painful?”
 
David Boyle: “I don’t think it’s been easy for anybody to adapt to, least of all me. The instinct is to pull out a relevant data source to answer a question but you’re only giving part of the answer, you probably don’t have all the data sources you need at your fingertips.
If I am doing research I need to reach out to the measurement person and coordinate delivery of the right data, the financial person to tell if the revenues match, the social media analytics person to see what’s going on in that world…

Suddenly I need five or six people in the room before I can answer the question, and I probably need to have a discussion or debate to tease out the different stories coming from the different data sets. The coordination and teasing out the answer is really tough but it can be done, it must be done.
Therein lies for me a big part of the reason why this jeopardy, this peril that market researchers face can be overcome. Market researchers by nature have the skills. Given permission, time and the confidence to say ‘I am not going to answer this with the brand tracker, I am going to gather the right people, and pull the right data together and tell you a more rounded story’. Market research can excel and excite people even in this new world.” 

 
We’re excited to say that David Boyle will be speaking at the 2016 The Market Research event, his talk is entitled: The Client Vendor Tug of War: How to Handle the Balance.
 
If you’re interested in hearing more from Boyle and other technological innovators in the market research industry, don’t miss the world’s leading market research event TMRE happening in beautiful Boca Raton, Florida October 17-20. Got any comments on this blog? Make yourself heard – Tweet to us at @TMRE!

Context Matters in the New Media Landscape

Photo by Alana



“Without context, words and actions have no meaning at all.” – Gregory Bateson, English anthropologist

During Day 2 at the Media Insights & Engagement Conference, presenters continued to provide attendees with sparkling insights into many areas of expertise. Throughout the day a common thread wove through all of the discussions: Context matters in the new media landscape.

It isn’t enough to produce relevant and compelling content and data. We must apply context to give it meaning

In his presentation, “Context Matters!,” Duane Varan, Chief Executive Officer, MediaScience, asserts that “the future of media researchers depends on our ability to demonstrate how context matters. We can’t be driven by data for the sake of data alone.” Duane talked about the trend of researchers being replaced by data scientists operating outside of the traditional research department. He discussed why context still matters and how the program environment affects ad impact.

During “Totaling Up Total Audience,” Kelly Abcarian, SVP, Nielsen, talked about the decline in traditional TV viewership, people watching less live TV, and less usage of devices not connected to the Internet. Taken out of context, these trends may lead to unwise business decisions. During her presentation, Kelly explained the data and the context behind these trends, providing attendees with a better understanding of the world of media measurement.

During the two keynote panels, “State of the Industry: Keeping Up with Measurement,” speakers representing the TV networks provided context around the key message that when it comes to media measurement, the methodology is critical. They explained that the TV networks need to have agreed upon standards and measurement. The media researchers discussed the need for a new level of collaboration. Without this context, it would be challenging for TV networks and media researchers to work together to standardize measurement to get meaningful results. 

In the “Story to Stage: The Art Behind the Science of Presentation Excellence” workshop, William Greenwald, Founder and Chief Neuroleaderologist, Windsor Leadership Group, provided attendees with relevant evidenced-based insights, tools and methodologies to craft and deliver a message, story or presentation that inspires or influences others. Most importantly, William provided context to help attendees understand that:
- People follow the leader first, message second
- Common sense is not always common practice
- Show, don’t tell

Stay turned for more conference updates and insights on why context matters in the new media landscape!

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

The Impact of #SocialTV On Consumers and Advertisers

This morning at the second day of The Media Insights & Engagement Conference in San Diego, Erika Faust, Client Service at Nielsen Social spoke to us about the impact of social TV on consumers and brands today.
According to Nielsen’s research, one quarter of social media users are aware of programming because of social TV.  Understanding social TV and the brand chatter taking place.
In the last six months of 2014, according to Faust, there were 433 million tweets about TV.  The research shows that consumers enjoy chatting about TV while they are watching their favorite shows. Faust said that there’s also a lot of chatter going on around brands. In fact, the research shows that there were 335 million tweets about brands.
So, how do these relate to one another?
The overlap between the populations is large, according to Faust. In fact, 59 percent of brand authors also tweet about TV. But, TV authors are sending four times as many tweets about brands than people who only tweet about brands. So, if an advertiser is looking to engage with people who amplify their brands, these people are a really good audience to target.
Meanwhile, TV authors have three times as many followers compared to authors that tweet only about brands. You are sitting on a valuable asset for your advertisers.

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 State of the Television and Digital Industry

When did television and digital media buying become so complex and fragmented?

A distinguished panel of guests including Justin Fromm, Head of Ad Sales Research, Hulu, Howard Shimmel, Chief Research Officer, Turner Broadcasting, Liz Huszarik, EVP Media Research & Insight, Warner Bros, Tom Ziangas, SVP, Research, AMC Networks and Moderator Eric Solomon, SVP, Digital Audience Measurement, Nielsen helped decipher the future of television and digital media.

The panelists did a brief 2014 recap of the media industry.  Some key highlights included: purposeful viewing (watching only shows we like), rapid speed of change in programming and content, viewers shifting to Video on Demand (VOD), tremendous competition for eyeballs, cable networks taking share from major networks, and a major shift in viewing away from television viewing to video streaming.  The panelists unanimously agreed that the industry must continue to produce quality programming and content distributed on multiple platforms and the content must be readily available and easy to find.

What can we expect in 2015 in terms of audience viewership, quality content, programming and data measurement?  All of the panelists agreed that it’s time to recalibrate this over abundance of big data.  Measuring ad effectiveness across multiple platforms is challenging indeed.  The infrastructure is not currently available to effectively measure all the various devices that consumers use to view their favorite programs.  There is a tremendous need for aggregating data and viewership across multiple platforms.  The panelists agreed that there is an opportunity for Research Companies to develop “one important number” or algorithm that data scientists or media buyers could use to determine return-on-investment (ROI) or total audience reached. Perhaps Nielsen or ComScore will take up this challenge in the near future.

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. Zip2Media focuses on social media, SEO, SEM, traditional media, sports marketing and blogging.  Kerry has worked for CBS Radio/Television, ABC Radio/Television and Disney.  Follow her @kinserra or email her at Kerry@Zip2Media.com.

Live from #MediaInsight: Every Voice is heard: Shared Perspectives

A keynote panel featuring:

Tom Ziangas, SVP Research, AMC NETWORKS

Bruce Leichtman, President and Principal Analyst, LEICHTMAN RESEARCH
Karen Ramspacher, SVP of Research and Insights, PARTICIPANT MEDIA
Christie Kawada, SVP Client Consulting and Strategic Marketing Science, NIELSEN

Moderated by Marc Berman, Editor in Chief, TV MEDIA INSIGHTS
How do we determine what’s working and what’s not in TV?  What is the measure of success?
  • Participant Media/pivot: “the power of a story well told can change the world.”  Success isn’t only about ratings, but the impact that programming has on society.  “New heroes” are part of the millennial generation – people who are taking action to make an impact. 
  • AMC Networks: success changes across networks.  For a network like IFC, most viewing is from DVR.  For WE tv, Braxton Family Values is the top show in its time slot among African-Americans.  For shows like Breaking Bad and Mad Men, the social prevalence can be a measure of success.    
  • Nielsen: TV lives and dies by Nielsen ratings in many cases, but there is more to the picture.  Smaller networks may not have the ratings, but may be creating a huge emotional response with viewers, so the value of the brand plays a big role.  It’s important to understand why people are passionate about what they watch - lifting the hood on consumers and using research to dig well beyond basic demographics.   
  • Leichtman: the best predictor of the future is the past.  It’s important to look beyond the numbers of a quant study and analyze trends – tracking the industry can be the best way to truly measure success.   

Measuring success gets more challenging as new platforms emerge.  Netflix’s original programming earns critical accolades, but how can we measure success when we can’t look at ratings the same way we can with traditional TV? 

Social media is also changing the conversation, as it’s no longer clear what’s more valuable – ratings or volume of social chatter?  This poses a big question for advertisers – where should they be looking?  

For a network like pivot where social action is important, social media is key.  It’s important to see not only that people are posting, but understand what they are posting and whether that translates into the social action that pivot is looking for.  

Tom Ziangas notes that it’s a great time to be in research, where the mix between quantitative and qualitative can help to round out the picture.   

Marc Berman mentions the importance of research when it comes to understanding the industry – “if you want to be involved in media, start out in research.” 

ABOUT THE AUTHOR

Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Users Under 25 Don’t Tweet

Contrary to popular belief this post on Mashable highlights how according to a Nielsen report that was compiled from a panel of 250,000 internet users, only 16% of twitter users lie in the age range of 2 to 24. The majority of twitter users (64%) lie between the age group of 25 to 54 and 20% lie between 55 and over. This information is useful for marketers that are trying to reach the teen demographic. Here’s the chart that was provided by Nielsen.