Identifying, Tracking And Targeting Viewer Segments Making Nielsen's Audience Segmentation System Actionable
Bruce Friend Vice President - Research, Nickelodeon Network, United States, and Bill Engel Chairman and CEO, Symmetrical Resources, Inc., United States.
BACKGROUND
Network research in the United States has highly developed the disciplines of both qualitative and quantitative research, yet little has been done in the way of creating a bridge from one discipline to another.
Qualitative research has been elevated to an art form with focus groups, auditorium tests, national panels and large scale brand and attitudinal studies dominating network programming...