What's your secret to staying on top of media research and insights?

Market research can pose application challenges. We invest in reports that might not fit business needs. To succeed, clarify objectives. Example: Marketers struggle with returns on media investments. They suspect it was caused by misinterpreting consumers' media behaviour, but it could be else went wrong while consumer media research will not provide the insights. Thus, realign objectives. Tips: Clear Objectives: Define goals. Involve Stakeholders: Engage early. Identify Roadblocks: Anticipate misalignments. Stay Flexible: Pivot as needed. Communication: Keep talking for alignment. In conclusion, research adds value when solving business problems. Understanding and communicating its purpose is vital.

I can't stress diverse data sources enough! Over-reliance on syndicated research, big data, and trade sources keeps us at arms' length from consumers. While these are valuable, they're even more so when cross-referenced and held in contrast with cultural hubs. Kickstarter, Reddit, Temu, etc are also viable places to observe consumers' behaviors, communication norms, need states, and media wishlists. Sometimes, the purest manifestation of the consumer voice isn't what's self-reported in a survey, but what memes and crowdsourcing they gravitate towards. These places and spaces surface some of the most provocative insights. They also help us spot emerging media trends. "#Fancam" is a viral media trend that NBCU worked into an SNL skit.

The vast availability of data makes it challenging to decide what data points to use. Rather than looking at what data is available, the approach should be to first find what data point is required and what source would be best for it. Marring both attitudinal and behavioural data would work well then. Knowing what data point is required would be more efficient than using what data point is required.

When it comes to keeping on top of things, I always remind myself that the data reports etc I'm looking at is only the start. They’re observations of behaviour, they’re snapshots of the past. The more we try and quantify and put things in boxes, the more we’ll miss. Don’t be a human algorithm. As we’re seeing spikes and trends in platforms and media don’t assume that we should hit people again in the same ways. Just like amazon is obsessed with selling me curtains after I’ve purchased all the curtains I’ve ever needed, too much obsession with media research focuses on what was, aiming to repeat it. Look at the bigger picture, observe the bigger motions and you'll not only be on top but moving at the speed of culture with your audience.