Navigating the Media World
  with Consumer Centric
         Research
                Dirk Engel
        Universal McCann G...
The media world is changing…
              High               Unlimited number
              reach              of media

...
A certain feeling of insecurity in marketing

     Is our repertoire of
   communications able to
       face upcoming
   ...
Consumer centric research…

                                                          My
             ABC1                ...
…leads to new approach in media planning
        Yesterday                            Today

           Target            ...
What we need from media research today

 • Data about usage of traditional and recently emerged media
 • Information on ho...
New kind of research is needed

Traditional media studies                     Real insight studies
• Huge sample size     ...
360° view on media usage



         Consumer



     Situation


       Activities


          Media


            Mood

...
…needs new studies



        Consumer



    Situation


      Activities


         Media


           Mood




        ...
Media in Mind™

• First international wave of Media in
  Mind™ in 1997
• Recent wave in Germany: June 2007
• Sample = 1,60...
The questionnaire

•40 page questionnaire
covering…
  • Media usage
  • Internet & computer
  • Mobility
  • Shopping
  • ...
The diary

•7-day-diary, paper & pencil
  • Whole week: Monday to Sunday
  • Half hour intervals
  • Database of 11,200 da...
Information measured in Media in Mind™

        The Diary
                                                 Mood           ...
A Day in the Life (Example)
Listening to music
Young German Male

     20%                                                ...
Input for strategy & marketing communications
 • Which is the best mix of ad media?
 • Which are the most effective time p...
How consumers cope with information overload?
•Consumers are not overwhelmed by the today’s media output, they developed
m...
The importance of attention management

                         “Viewer attention to what is on
                         ...
Laboratory vs. real life




                           18
Time spend on media in minutes
  German adults 14 – 64 years, n = 1.600

   350
                                          ...
Share of media on total time spend on media
   German adults 14 – 64 years, n = 1.600

       TV           Radio          ...
TV viewing & attention
 Average day, German adults 14 to 64 years

  TV with low Attention             …with medium Attent...
Internet usage & attention
 Average day, German adults 14 to 64 years

   Internet with low Attention        …with medium ...
Share of Attention – Shift from TV to internet
   German adults 14 – 64 years, n = 1.600

      TV          Radio         ...
2-Step-Flow of communication yesterday & today

  30‘s - 50‘s

    MEDIA




                     24
2-Step-Flow of communication yesterday & today

  30‘s - 50‘s     60‘s - 80‘s

    MEDIA           MEDIA




             ...
2-Step-Flow of communication yesterday & today

  30‘s - 50‘s     60‘s - 80‘s        Today

    MEDIA           MEDIA     ...
Giving advice for specific product categories
    German adults 14 – 64 years, n = 1.600
                                 ...
Preferred source of information about cars
       German adults 14 – 64 years, n = 1.600
60                               ...
Situations are individual… and predictable!




                       29
Mood in everyday life
 Average day, German adults 14 to 64 years


 stressed          pleased         relaxed     cheerful...
Finding the Point of Relevance

•P.O.R. = Point of Relevance

  • When the target audience is in the right situation to ha...
Point of Relevance for Headache OTC brand
Target audience:
People who suffers frequently on headaches
       TV viewing   ...
P.O.R.: Finding the right moment for TV ads
Average weekday, German adults 14 to 64 years

Watching TV and being…

       ...
Navigating the Media World

•We have learned some lessons from qualitative and
ethnographic media research, so we know tha...
dirk.engel@umww.com

      Dirk Engel                             Tel.:    + 49 - (0)69 – 79 404 - 110
     Head of Resear...
www.dirkengel.org
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Navigating The Media World

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The media world is changing. If we want to understand it, we need consumer centirc research, to find out, who people use and perceive media. Examples from UM's study "Media in Mind" demonstrate, how people allocate their attention to media and how the 2-step-flow works today in a "network of experts". The presentation "Navigating the Media World with Consumer Centric Research" was held at the SEMPL 11 conference in Portorož , November 28th 2008.

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Navigating The Media World

  1. 1. Navigating the Media World with Consumer Centric Research Dirk Engel Universal McCann Germany SEMPL II, Portorož , November 28th 2008
  2. 2. The media world is changing… High Unlimited number reach of media Passive Acitve media consumption media usage 80‘s 90‘s 00‘s Limited Low number of reach media 2
  3. 3. A certain feeling of insecurity in marketing Is our repertoire of communications able to face upcoming challenges? What is the best way to use research findings to improve marketing & media planning? 3
  4. 4. Consumer centric research… My ABC1 Feelings My My Male Teenager Attitudes Brands 30-59 My My Needs Media Product Consumer Female Housewifes My My 20-49 Day in the Life Thoughts Consumer Consumer Traditional Approach Traditional Approach Centric Approach Centric Approach 4
  5. 5. …leads to new approach in media planning Yesterday Today Target Target segmentation Consumer conflicts chances ideas Insights Communication strategy TV, radio, press etc. Mass media, online, events, sales promotion, PR, mobile, dialouge marketing, CRM, sponsorship, viral etc. Media plans Communication planning 5
  6. 6. What we need from media research today • Data about usage of traditional and recently emerged media • Information on how target audiences react to below the line communication channels • Understanding of how people use media in their daily life • Insights into how consumers interact and communicate with each other • Variables, which are able to link findings from effectiveness research to robust survey data • …and last but not least: An idea of what the near future will bring to the fields of consumer behaviour and media usage 6
  7. 7. New kind of research is needed Traditional media studies Real insight studies • Huge sample size • Mulit media point of view, 360° • Accurate measurement of reach & • Qualitative information frequency for one medium • Linked to models of effectiveness • „Currency“, gold standard research & psychology • Base for intra media selection • Interesting stories, not only figures • But… • Input for strategic communication planning • …no multi-media point of view • Addition to syndicated research • …not consumer centric • …not flexible 7
  8. 8. 360° view on media usage Consumer Situation Activities Media Mood 8
  9. 9. …needs new studies Consumer Situation Activities Media Mood A study for navigating today‘s media world 9
  10. 10. Media in Mind™ • First international wave of Media in Mind™ in 1997 • Recent wave in Germany: June 2007 • Sample = 1,600 interviews • German adults, 14 to 64 years • Study design: Universal McCann • Fieldwork: TNS Infratest 10
  11. 11. The questionnaire •40 page questionnaire covering… • Media usage • Internet & computer • Mobility • Shopping • Consumption • Attitudes, values • Leisure • FutureView (by TNS Infratest) 11
  12. 12. The diary •7-day-diary, paper & pencil • Whole week: Monday to Sunday • Half hour intervals • Database of 11,200 days • Careful quality control guarantees complete & robust data 12
  13. 13. Information measured in Media in Mind™ The Diary Mood Day of the week Attention (high, medium, low) Questionniare: Activities Demographics Leisure, Lifestyle Consumption Attitudes Media: TV, radio, magazines, Newspapers, internet, video/DVD, PC, books, music Place (home, work, OOH) Company (alone, with others, with kids) 13 © 2008 Media in Mind™ / Universal McCann
  14. 14. A Day in the Life (Example) Listening to music Young German Male 20% Music (no radio) not at home 18% Music (no radio) at home 16% Car Radio 14% Radio (not in the car) 12% 10% 8% 6% 4% 2% 0% 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 14 © 2008 Media in Mind™ / Universal McCann
  15. 15. Input for strategy & marketing communications • Which is the best mix of ad media? • Which are the most effective time periods and days for advertising? • Which other communication channels are appropriate? • Which media are best to stimulate short-term sales because of reaching the target audience close to the purchase? • What information sources are valued the most and used for purchasing products? • How do activities like computer and video gaming affect the time budget of specific target audiences? • Which media, topics, products will become more relevant in the future? 15
  16. 16. How consumers cope with information overload? •Consumers are not overwhelmed by the today’s media output, they developed mechanisms to deal with it. • Three examples: • On psychological level = Selective attention management • On sociological level = Division of labor in information processing • Strategy for marketing communication = Finding the best moment to deliver relevant messages 16
  17. 17. The importance of attention management “Viewer attention to what is on the screen has a direct bearing on commercial perception and communication. The real TV value issue is attention and not zapping or liking.” How can we measure attention? Erwin Ephron 17
  18. 18. Laboratory vs. real life 18
  19. 19. Time spend on media in minutes German adults 14 – 64 years, n = 1.600 350 319 min. 328 min. 300 255 min. 250 200 150 100 50 0 14-29 y 30-49y 50-64y 19 © 2008 Media in Mind™ / Universal McCann
  20. 20. Share of media on total time spend on media German adults 14 – 64 years, n = 1.600 TV Radio Internet Newspapers Magazines 14-29 year 44 % 27 % 23 % 5 % 2% 30-49year 40 % 35 % 16 % 7 % 1% 50-64year 45 % 33 % 9% 11 % 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 20 © 2008 Media in Mind™ / Universal McCann
  21. 21. TV viewing & attention Average day, German adults 14 to 64 years TV with low Attention …with medium Attention …with high Attention 100% 80% 60% 40% 20% 0% 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 01:00 21 © 2008 Media in Mind™ / Universal McCann
  22. 22. Internet usage & attention Average day, German adults 14 to 64 years Internet with low Attention …with medium Attention …with high Attention 100% 80% 60% 40% 20% 0% 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 01:00 22 © 2008 Media in Mind™ / Universal McCann
  23. 23. Share of Attention – Shift from TV to internet German adults 14 – 64 years, n = 1.600 TV Radio Internet Newspapers Magazines Adults 14-64 years 43 % 9% 32 % 14 % 2% 14-29 y 38 % 7% 44 % 8% 3% 30-49y 42 % 8% 34 % 13 % 2% 50-64y 46 % 12 % 19 % 20 % 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 23 © 2008 Media in Mind™ / Universal McCann
  24. 24. 2-Step-Flow of communication yesterday & today 30‘s - 50‘s MEDIA 24
  25. 25. 2-Step-Flow of communication yesterday & today 30‘s - 50‘s 60‘s - 80‘s MEDIA MEDIA 25
  26. 26. 2-Step-Flow of communication yesterday & today 30‘s - 50‘s 60‘s - 80‘s Today MEDIA MEDIA M1 M2 M3 M4 26
  27. 27. Giving advice for specific product categories German adults 14 – 64 years, n = 1.600 Female 19% Don't give any advice Male 21% 46% Food, cooking 21% 37% Entertainment, music, books 30% 34% Travelling, vacation 32% 11% Computer-Hardware und -Software 38% 10% Personal finance, investments 20% 0 5 10 15 20 25 30 35 40 45 50 27 © 2008 Media in Mind™ / Universal McCann
  28. 28. Preferred source of information about cars German adults 14 – 64 years, n = 1.600 60 Opinion Leader 51% Advice giver Cars 50 47% 46% 42% 39% 40% 40 37% 31% 30 25% 20 19% 1st 1st 11% 10 7% 0 Magazines Word of Internet Newspapers TV Radio Mouth 28 © 2008 Media in Mind™ / Universal McCann
  29. 29. Situations are individual… and predictable! 29
  30. 30. Mood in everyday life Average day, German adults 14 to 64 years stressed pleased relaxed cheerful bored melancholic tired 100% 80% 60% 40% 20% 0% 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 01:00 30 © 2008 Media in Mind™ / Universal McCann
  31. 31. Finding the Point of Relevance •P.O.R. = Point of Relevance • When the target audience is in the right situation to have an open ear for our advertising message. • It is not a place (like the Point of Sale), it is a situation. The best time for a message is during or close to the specific POR., and the most appropriate media are those used during or close to the POR. 31
  32. 32. Point of Relevance for Headache OTC brand Target audience: People who suffers frequently on headaches TV viewing Mood: Stress Listening to radio 50% 40% POR 30% 20% 10% 0% 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 32 © 2008 Media in Mind™ / Universal McCann
  33. 33. P.O.R.: Finding the right moment for TV ads Average weekday, German adults 14 to 64 years Watching TV and being… …happy ...tired 60% 50% 40% 30% 20% 10% 0% 12:00 14:00 16:00 18:00 20:00 22:00 00:00 33 © 2008 Media in Mind™ / Universal McCann
  34. 34. Navigating the Media World •We have learned some lessons from qualitative and ethnographic media research, so we know that people… • …do not think about media, • …they think about content, activities, routines, ! needs and gratifications. So our research is consumer centric research, exploring how media usage is part of the daily life of consumers, finding out how media are represented in their minds 34
  35. 35. dirk.engel@umww.com Dirk Engel Tel.: + 49 - (0)69 – 79 404 - 110 Head of Research Universal McCann Knowledge Universal McCann GmbH, Speicherstrasse 57-59, D 60327 Frankfurt http://www.universalmccann.de
  36. 36. www.dirkengel.org

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