Module – Market Research in Media Arts and Entertainment

MARKET RESEARCH IN MEDIA ARTS AND ENTERTAINMENTModule: Market ResearchLecturer: [Insert name]Date: [Insert data]

PRESENTATION SUPPORTED BY

[Insert your logo here]

2


‘Why study the media?

Anthony “Tony” Ulwick

Founder & CEO, Strategyn, Inc.

• They deliver the messages;

• They engage the audiences;

• They enable creators and artists;

• They are the infrastructure of the creative industries.

3



4



5


‘Why study the media? – The need for new metrics

6


Background

The marketing mix management paradigm has dominated marketing thought, research and practice since

it was introduced almost 60 years ago. Today, this paradigm is beginning to lose its position. New

approaches

have been emerging in marketing research. The globalization of business and the evolving recognition of

the importance of customer retention and market economies and of customer relationship economics,

among other trends, reinforce the change in mainstream marketing.

Relationship building and management, or what has been labelled relationship marketing, is one leading

new approach to marketing. In the case of the creative industries, relationship marketing calls for new

approaches to market research, no longer solely focused on audiences research, but more focused on

consumer behavior and usage patterns. This implies the full use of all the methods and instruments

available to researchers, from exploratory qualitative research to more experimental and data driven

research.

7


‘Redefining Market Research

The American Marketing Association (AMA) redefined Marketing Research as:

The function that links the consumer, thecustomer, and public to the marketerthrough INFORMATION

8


Redefining Market Research

Used to identify and define market opportunities and problems

Generate, refine, and evaluate marketing performance

Monitor marketing performance

Improve understanding of marketing as a process

9


Definition

Marketing research is the systematic and objective identification collection analysis dissemination and use of information

For the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing

10


Classification

Problem-Identification ResearchResearch undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research.

Problem-Solving ResearchResearch undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research.

11


The Process

Step 1: Defining the Problem

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

12


Areas of Application in Media research

Determine the basis of segmentation Establish market potential and

responsiveness for varioussegments

Select target markets Create lifestyle profiles:

demography, media, and product image characteristics

SEGMENTATION RESEARCH Test concept Determine optimal product design Audience targeting Production adaption (script to audience

needs) Brand positioning and repositioning Perception tests

PRODUCT RESEARCH

13


Example – role of marketing research in an Advertising campaign

14


Relation with the marketing process - An example: the videogames industry’s consumer

15


The process

16


Information: primary and secondary

Primary – Original (you collect) Secondary – Others have done (already available)

17


Types of research

18


Research Design

A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems.

19


Research Design

Single Cross-Sectional Design

Multiple Cross-Sectional Design

Research Design

Conclusive Research Design

Exploratory Research Design Descriptive

Research Causal Research

Cross-Sectional Design Longitudinal

Design

20


Research Design

Objective:

Character-istics:

Findings/ Results:

Outcome:

To provide insights and understanding

Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and non-representative. Analysis of primary data is qualitative

Tentative

Generally followed by further exploratory or conclusive research

To test specific hypotheses and examine relationships

Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative

Conclusive

Findings used as input into decision making

Exploratory Conclusive

21


Methods

Objective:

Characteristics:

Methods:

Discovery of ideas and insights

Flexible, versatile

Often the front end of total research design

Expert surveysPilot surveysCase studiesSecondary data:qualitative analysisqualitative research

Describe market characteristics or functions

Marked by the prior formulation of specific hypotheses

Preplanned and structured design

Secondary data:quantitative analysisSurveysPanelsObservation and other data

Determine cause and effect relationships

Manipulation of independent variables, effect on dependent variables

Control mediating variables

Experiments

Exploratory Descriptive Causal

22


Core Techniques for media research

Qualitative- Focus Groups- Interviews- Netnography

Quantitative- Inquiries- Eye tracking and other use evaluation

techniques- Observation

23


Why do it?

24


Because we do not want to end up like this…

- Research should replace intuition;- Emprirical data and both inductive and

deductive reasoning should lead decision taking;

- Creativity also stands for decision taking!- Management is all about decisions!- Creativity is all about decisions!

25


Exercise

Imagine you are a soap operas production company. Try to identify how you may be able to change your offering to:

1. Focus

2. Diverge

3. Create new value

Frame your answer in the context of a concrete decision taking process

26


References:

Malhotra, Naresh & Birks, David, Marketing Research: an applied approach. Ny: Prentice-Hall, 2012 (6th edition) Wilson, Alan, Marketing Research: an integrated approach. NY: Prentice-Hall, 2015 (5th edition)

27


?Discussion question: Try to identify at least three decision taking processes we can face in media development and how market research can help us in solving those problems

28


THANK YOUFOR YOUR ATTENTION

Education

Module – Market Research in Media Arts and Entertainment