Utilizing segmentation throughout the research program as another means of audience measurement

Danielle N. O'Reilly and Colleen Fahey Rush

This paper discusses the steps taken by VH1 Research & Planning to imbue a segmentation study conducted in 1999 into other research tools, including qualitative brand work, ethnographic research and quantitative brand tracking, and using results from the brand tracking study to gauge progress across each of VH1's brand platforms (the channel, online, charity initiatives, and, previously unmeasured digital channels).

Utilizing Segmentation Throughout The Research Program As Another Means Of Audience Measurement

Colleen Fahey RushandDanielle N. O'ReillyMTV Networks

Introduction

Politicians have long relied on segmentation tools to dissect the voting population, learn which issues drive the vote and configure their stances accordingly as to have the best chance of success at the polls. Television market researchers have adopted this same methodology (and sometimes even the suppliers who provide it) to aggregate potential viewers by finding the best combination of size and loyalty of their viewing audiences. For niche cable networks, this is particularly important, as there is...

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