MIAMI BEACH, FL: Market researchers need to take more risks in order to thrive at a time of rapid change, David Poltrack, chief research officer for CBS Corp., the media company, has argued.

Poltrack, who also serves as president of CBS Vision, discussed this subject at the 2018 Media Insights and Engagement Conference (MIEC) held by KNect365.

“What may be missing in our industry right now is taking risks,” he asserted. (For more, read WARC’s in-depth report: CBS’s Poltrack offers state-of-marketing-research insights.)

“If you really want to get ahead in this new world – if there’s something your company is doing that you don’t think they should be doing, or if there is something they aren’t doing that you think they should be doing – use all the tactics and tools at your disposal to make your case.”

Poltrack, who will speak during a “Data Meets Insights” session at the Advertising Research Foundation’s (ARF) CONSUMERxSCIENCE conference next week, also urged his peers to be proactive.

“Don’t be afraid to make your case for change,” he said. “There may be a risk involved, but you’re not going to be respected if no one can turn and say, ‘You know what, she told us to do that, and it turned out right.’ You have to take the risks.”

CBS represents a case in point to demonstrate the changing demands placed upon researchers. “We basically used to do two types of research,” Poltrack reported.

“We did research on programming with the consumer to help tell our programmers what to put on the air, and we did research with the advertising community to help sell our advertising spots to the advertiser. Both of these are changing dramatically at the same time.”

With its streaming services now gaining traction, CBS programming exists beyond just the one platform that was previously the anchor of traditional broadcasting.

“We are directly monetising our content with the consumer, which puts us in a whole new, and very exciting, category of research,” said Poltrack.

“The advertising business is changing,” he continued. “We’re going from counting the house to measuring results. And you’re hearing about how all the new database technology is going to allow us to do that.”

Sourced from WARC