Rebecca Newman, Research Executive at MEC, explains how, using Media Z, the brand health study, MEC examined the characteristics of the television channels BBC Three and ITV2.
On 5 March 2014, it was announced that BBC Three would cease broadcasting on Freeview and satellite and become available online only. This is due to £100 million-worth of cuts at the corporation. This caused backlash from some viewers and a petition was set up to try to save the channel. There were 97,381 tweets (Sysomos) including the hashtag #SaveBBC3 within eight days of the announcement, signalling huge support for the campaign. BBC Three aims its content at a younger audience, those in the 16-34 year-old age group, focusing on new talent and new technologies.
Market Research is going through exciting times - mobile, communities, biometrics are just some of the new ways technology is helping us get closer, and for longer, to the audiences we wish to understand.
DIY providers are another "exciting" innovation (more exciting for some than others….) – if you have time, inclination and hopefully ability, it's easy to link up to online access panels, use survey software at a very low cost and reduce the price-per-complete radically. Zappistore, Gutcheck are two of the higher profile DIY providers who are addressing the perception of research being slow and expensive.
The latest content on Warc includes a detailed look at B2B, winners from the ARF Ogivly Awards and a range of reports from conferences around the world.
Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.
Learning from B2B
The focus of so much marketing analysis on business-to-consumer means we’re missing out. That’s because many of the world’s biggest brands actually operate in the business-to-business sector (GE, Shell, FEDEX …). And in areas like content marketing, these brands are leading the way. Here, we reveal some of the secrets of B2B.
Rebecca Newman, Research Executive at MEC, explains how, using Media Z, MEC looked at audience attitudes towards the 2014 Winter Games in Sochi and towards the brands that sponsored them.
The 2014 Winter Olympics were held in Sochi, Russia over 16 days from the 7th to 23rd February. This is the first time that the Russian Federation has hosted the Winter Games. A total of 98 events in 15 winter sport disciplines were held, including bobsleighing, curling, figure skating and freestyle skiing.
Last week, I presented a paper at the MRS annual conference with our client, Heinz, entitled ‘Why Heinz knows the Truth is Implicit’. It discussed how we had employed two implicit techniques –based on metaphors and reaction-time – to uncover associations (with a piece of advertising) which conventional explicit techniques could not.
The thrust of our argument was that fast, implicit techniques that discourage thinking and rationalisation are more likely to uncover the emotional ‘truth’ about brands and advertising than those that encourage slow effortful (system 2 if you prefer) modes of thinking. Audience response and subsequent questions revealed a strong consensus about the importance of emotions in building and sustaining brands… until one questioner popped up with a question I hadn’t heard for some years: What is the evidence that emotions drive behaviour?’. My response was along the lines that two decades of neuroscience, evolutionary biology and behavioural economics had built such a strong a priori case for the primacy of emotion, that it was really down to him (or others who share his view) to disprove the hypothesis. I realise now that this wasn’t the best answer and I’d like to have another go at explaining myself.
In our recent blog we looked at three critical capabilities businesses need to develop successful strategies and plans in today's dynamic environment:
The concept of adaptability and its impact on Marketing strategy and plans prompted some great conversations, so here we expand further on what it means.
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that marketing always needs to make sense
Many years ago, we worked on a tea brand. It had strong sales and had led the market for many years. It benefited from a very popular long-running ad campaign and was bolstered by very stable numbers of buyers, whose habits seemed ingrained. It was hard to see this situation changing much. They rarely do.
How relationships turn successful or end up as a failure? What makes them stronger or weaker? What keeps them together or tear them apart?
Recently, I am finding myself very involved in answering the above three questions. I am not expecting to have a detailed understanding in the near future; however, I think that I am beginning to understand the basics…
In 2013 we asked if agility has killed strategy and planning, sharing our Top 10 Tips to keep Strategy & Planning approaches simple, flexible and focussed on outputs.
Now I'd like to dig a little deeper into some of the critical capabilities businesses need to develop successful strategies and plans in today's dynamic environment.
But first, let's get our language straight. Strategy is making choices about WHERE to play and HOW to win and Planning is making choices about WHAT to do. All businesses should be able to answer 3 simple questions no matter how volatile the market or what size the business:
So what are the critical capabilities that a business needs in order to answer these questions?
Where a product comes from is a bigger driver of consumer choice than price, availability and style, according to new research.
FutureBrand Worldwide launched its new Made In: The value of Country of Origin for future brands report in London yesterday with presentations from Christopher Nurko, its global chairman, and Tom Adams, its global head of strategy.
Quantitative data drawn from 1,050 consumers in seven countries – the US, France, Brazil, India, China, Japan and Australia – and qualitative research undertaken with expert practitioners and academics culminated in the following "Country of Origin" rankings…