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Breaking news from the BBC: Truly global editorial insight that revolutionises
Anne Barnsdale and Lisa Bachmann, ESOMAR, Qualitative, Valencia, November 2013
This paper describes a research project by the BBC World Service which involved developing a digital ethnographic network in order to observe 'real' news consuming behaviour around the world.
This paper describes a research project by the BBC World Service which involved developing a digital ethnographic network in order to observe 'real' news consuming behaviour around the world. The project brings together a multidisciplinary team to understand how technological conditions and political conditions and power structures are shaping behaviour. The team also observes social sharing, attempting to understand what shapes and drives this. Data is gathered through a digital media diary that asks participants to explain their actions as they take them. This method also allows the research team to pose direct questions to participants. In the 12 months it has been running, the project has informed digital innovation and challenged editorial leaders to review their output on news stories as they happen, working across language, theme and organisational boundaries.
The Sound of Big Data: Understanding a day in the life of a sound listener
Nadines Guhlich, Rey Farhan and Alistair Hill, ESOMAR, Congress, Istanbul, September 2013
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research.
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research. SoundCloud has a vast amount of data regarding usage of its platform, but wanted to understand offline behaviour and how this interacts with the platform. Research participants completed time diaries through their mobile phones and the information they provided was combined with data on their usage of the platform. This approach has the advantage of more accurately recording what respondents are doing as they tend to have their mobile phones with them at all times and are able to record their activities immediately. Combining Big Data, consumer research methodology and mobile device data gathering allowed SoundCloud to gain an holistic understanding of consumers, including different usage behaviours at different times of day and weekends, what motivated people to listen, and why they shared music online.
Organizational Research Reinvigoration: How a top-five media company reoriented itself around human insights
Christian Kugel and Cortney Henseler, ESOMAR, Congress, Istanbul, September 2013
This paper explains how AOL, the internet company, established a new consumer analytics and research team.
This paper explains how AOL, the internet company, established a new consumer analytics and research team. While AOL has historically struggled with the role of research, analytics and insights, the company has recently re-oriented itself around the voice of the consumer. In doing so, research became a critical function and central to the company's decision making. The paper also describes how this team's role has developed, and how other research organisations can replicate this success.
Benefits of Mobile Commerce in the Pay Parking Industry: How the Launch of the P$ Mobile Service Has Changed the Parking Experience in Montréal.
Brady Murphy, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile smartphone usage in Canada has grown by double digits over the last five years, with 48% of Canadians using smartphones in March 2012, up from 33% in 2011 (CWTA, 2012).
Mobile smartphone usage in Canada has grown by double digits over the last five years, with 48% of Canadians using smartphones in March 2012, up from 33% in 2011 (CWTA, 2012). Canadian consumers are taking advantage of new features and functionality on their mobile devices that are meant to save them time, make their lives easier and more enjoyable, and generally, give them a better user experience. In this case study, you will learn how TC Media worked with the Société en Commandite Stationnement de Montréal to launch the P$ Mobile Service, a mobile commerce application that empowers Montréalers to use their handheld devices to simplify one of the most common and aggravating tasks faced by drivers: paying for parking. To date, the P$ Mobile Service has processed more than 1 million transactions, and continues to experience growth of more than 200,000 transactions per month. The success of this initiative illustrates the power of mobile technology to provide simple, engaging and cost-effective solutions to address consumers' needs.
2013: The Breakout Year for Mobile Measurement - What every marketer needs to know about push notifications, SMS and mobile email messaging in 2013
Brendan O'Kane, International Journal of Mobile Marketing, Vol. 8, No. 1, 2013
As consumers adopt smartphones and tablets at soaring rates, marketers are racing to make sense of the copious data those transactions generate, harness what the data says about their customers, and then act on that information.
As consumers adopt smartphones and tablets at soaring rates, marketers are racing to make sense of the copious data those transactions generate, harness what the data says about their customers, and then act on that information. This paper addresses the issue of whether there is a need for analytics and data aggregation for mobile messaging campaigns. It describes the results of a case study preformed on one of Australia's most comprehensive parenting websites and provides insights and analysis of the strategies and techniques used, such as action analytics, a/b split testing and retargeting. The paper draws the conclusion that using analytics to target precise messaging will substantially increase consumer engagement and increase ROI.
Lights, Camera, Research, Action! Bringing TV viewer research literally into the heart of the business
Mike Jeanes and Andy Barker, ESOMAR, Qualitative, Amsterdam, November 2012
This paper describes a research project for CNBC, the news channel, which combined qualitative research with an interactive, experiential research event.
This paper describes a research project for CNBC, the news channel, which combined qualitative research with an interactive, experiential research event. It involved inviting customers into the CNBC studio to experience the business first-hand, thus facilitating a day of direct interaction between CNBC and its consumers. The paper argues that it is an approach that could be applied in an interesting way by businesses that 'do things differently' to bring customers 'into the heart of their business' and experience the environment, products or services.
Creators in their own 'write': How Meredith Corporation empowered readers to create and contribute to a new Ladies' Home Journal
Manila S. Austin and Britta C. Ware, ESOMAR, Congress, Atlanta, September 2012
Traditionally, trusted magazines were sources of professionally verified information which helped consumers find answers to personal worries, although this role is being challenged by digital and socially-generated media.
Traditionally, trusted magazines were sources of professionally verified information which helped consumers find answers to personal worries, although this role is being challenged by digital and socially-generated media. This paper claims that magazine publishers must determine how to compete for and connect with consumers in this new environment. Specifically, it focuses on how US media and marketing company Meredith Corporation undertook this challenge by utilising its online community in order to evolve its iconic 'Ladies' Home Journal' brand.
The buyer action measure for magazine readers
Lung Huang, ARF Experiential Learning, Audience Measurement 7.0, 2012
Australian magazine publisher Pacific Magazines and McNair Ingenuity Research sought to demonstrate that magazine advertising resulted in response actions (e.g.
Australian magazine publisher Pacific Magazines and McNair Ingenuity Research sought to demonstrate that magazine advertising resulted in response actions (e.g. visiting a website, discussing the product, purchasing it etc). An extensive survey was conducted in four categories - cosmetics, paint, cereal and automotive - to measure brand recall (prompted and unprompted), recall of specific ads and any actions taken as a result. An average of 57% of consumers saw the ads used in the study, which were acted on by 23% of readers - either through investigation, word of mouth or retail activities. The paper claims that advertisers can increase the action-based responses to their ads by focusing on design, product claims, validation, community appeal, contact mechanisms and bonus offers.
It's all in the mind: Changing the way we think about age
Lisa Edgar and David Bunker, Market Research Society, Annual Conference, 2012
This paper explores the validity of using chronological age as a primary targeting factor. It shows that the majority of people don’t see themselves in terms of their chronological age, many identifying with a completely different age group.
This paper explores the validity of using chronological age as a primary targeting factor. It shows that the majority of people don’t see themselves in terms of their chronological age, many identifying with a completely different age group. The authors explore how this varies across the age range, and some of the social, behavioural and personality factors that may make a difference. The authors then go on to demonstrate how the non chronological age construct we have developed can and has been used in understanding the way people consume the media, in particular, the way they consume TV and radio, using real data from the BBC.
Are You Following Me? A Content Analysis of TV Networks' Brand Communication on Twitter
Jhih-Syuan Lin and Jorge Peña, The Journal of Interactive Advertising, Vol. 12, Issue 1, Fall 2011, pp. 17-29
This study provides a content analysis of television networks' relational messages on Twitter by employing Bales's interaction process analysis method.
This study provides a content analysis of television networks' relational messages on Twitter by employing Bales's interaction process analysis method. It also explores the phenomena of information diffusion and influence through retweeting behavior. The findings show that television networks employed more task than socioemotional communication across program genres, but suggestions were the most frequently used message content. In addition, more positive than negative socioemotional messages appeared, and socioemotional messages were retweeted more often than task-oriented messages. In response to the ever-changing media marketplace, this study extends the scope of current media branding research and suggests managerial implications for networks' brand management and relationship-building efforts through social networking sites.
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