The document provides an overview of the suite of research tools available through TMK including basic tools, survey tools, research studies, and planning tools. It describes several specific tools such as Simmons OneView, Scarborough, eMarketer, Forrester, and comScore and what insights they provide regarding audiences, media usage, trends, and competitors. The document emphasizes understanding key audiences like millennials and how consumer values and definitions of happiness have changed in recent years.

1.
tmk.edu:
Research

2. Agenda
• Provide
an
overview
of
the
suite
of
research
tools
available
at
TMK:
– Basic
– Survey
– Research
Studies
– Planning

3.
Basic
Tools

4. Print

5. TV
and
Radio
GRP
EsAmaAng

6. The
Internet
of
Things
(IoT)
• In
2008
the
number
of
Internet-­‐connected
devices
first
outnumbered
the
human
populaAon.
In
2013
there
were
13B
devices,
and
they
are
projecAng
there
will
be
50B
by
2020
– Phones
– Chips
– Sensors
– Implants
– ?????
Source:
Cisco,
Pew
Research
Center
“The
Internet
of
Things
will
Thrive
by
2025”

7.
Survey
Tools

8. Simmons
OneView
uses
custom
and
syndicated
research
to
provide
target
audience
insights,
including
demographics,
behavioral,
and
media
usage.
Studies
include
Adults
18+
and
Teens
11-­‐17.
Scarborough
is
the
best
resource
for
understanding
the
target
audience
at
the
local
level
Mendelsohn
provides
in-­‐depth
informaAon
about
the
demographics,
psychographics,
media
usage
and
spending
habits
of
affluent
consumers

10. Reading
Crosstabs
Unweighted:
Actual
number
of
respondents
Weighted:
Projected
populaAon
for
the
row
and
column
Ver?cal
Percent:
Percent
of
the
column
that
will
be
reached
by
the
row
Horizontal
Percent:
Percent
of
the
row
that
will
be
reached
by
the
column
Index:
ComposiAon
in
relaAon
to
the
base.
Over
100
is
the
percentage
the
column
is
more
likely
to
do
what
is
in
the
row

11. It
is
Important
to
Understand
Millennials
• The
Millennial
generaAon,
roughly
defined
as
young
adults
ages
18
to
33,
represents
25%
of
the
US
populaAon
and
holds
$1.3
trillion
in
spending
power.

12.
Research
Studies

13. eMarketer

14. Digital
Video
is
Huge
• 100
million
people
are
going
to
watch
more
than
1
billion
online
videos
today
• The
Zach
Galifianakis
interview
of
Barack
Obama
on
“Between
Two
Ferns”
drove
more
impressions
than
an
episode
of
the
#1
comedy
“The
Big
Bang
Theory”
Source:
eMarketer

15. Forrester

16. Iconoculture

17. Social
Media
Insight
• While
87%
of
blogs
post
Monday
–
Friday,
sharing
is
highest
on
Saturday
and
Sunday.
Brands
may
be
hurAng
their
reach
by
not
posAng
more
on
the
weekends
Source:
eMarketer

18.
Planning
Tools

19. Stradegy
• Detailed
compeAAve
informaAon
and
adverAsing
trends
across
21
different
media
channels
– AdverAsing
spend,
placement,
and
creaAve
– Top
level
overview
or
highly
granular
detail
– Customized
reports

20. comScore
• The
best
research
tool
for
understanding
how
to
reach
target
audiences
online
– Provides
website
analyAcs
and
reporAng
that
delivers
insights
on
what
people
are
doing
online
• Media
rankers/audience
analysis
• Campaign
R/F
• Lifestyle
and
product
ownership
insights
• DMA-­‐specific
research

21. Something
for
Combe
• In
a
report
on
the
male
grooming
sector
by
Mintel:
– 52%
of
men
said
they're
loyal
to
the
brands
of
toiletries
and
grooming
products
they
use
– 34%
report
preferring
to
smell
a
grooming
or
personal
care
product
before
purchasing
it
– 20%
admit
to
favoring
2-­‐in-­‐1
products
to
save
Ame.

22. Workhorse
Media
Tools

23. Pointlogic
• CommunicaAon
planning
tool
for
mulAmedia
campaigns
– Data
is
generated
from
proprietary
consumer
and
media
planner
surveys,
and
enhanced
by
fusion
with
MRI,
Simmons
and
PRIZM
segments
• Takes
into
account
different
abiliAes
of
media
channels,
costs,
reach
and
campaign
objecAves
• Produces
opAmal
channel
rankings
and
suggested
budget
allocaAons

24. The
DefiniAon
of
Happiness
Has
Changed
• Consumers’
definiAon
of
happiness
has
changed
and
been
reprioriAzed
post-­‐recession
—
it’s
less
about
the
short-­‐term
acquisiAon
of
products
and
more
about
long-­‐term
purpose
and
hope.
• This
dematerializaAon
of
happiness
is
making
it
tougher
for
brands
to
legiAmately
leverage
it
as
a
concept,
but
the
smartest
brands
are
finding
ways
to
make
the
right
connecAons
to
consumers’
right-­‐now
values.
Iconosphere
2014

25.
THANK
YOU!