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Thoughts on IIR’s Media, Insights, + Engagement Conference

Thoughts on IIR’s Media, Insights, + Engagement Conference

iModerate

Feb 08, 2016

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Last week my colleague, Steve, and I went to the IIR’s Media Insights and Engagement Conference to attend sessions, network with fellow researchers and hear speakers ranging from authors to industry leaders and research experts.  They covered topics as diverse as understanding generational differences to overcoming professional obstacles and dealing with the ever-changing challenges of measurement in a multi-device house.

It was a great conference and reminded me that staying ahead of the curve in a fast moving industry like entertainment takes a lot of foresight and stick-to-it-ness.

Here are just a few of my key takeaways:

  • It’s still all about Big Data. For the entertainment industry, the challenge is really one of measurement.  They have years and years of set box top data, but finding ways to capture data from all the other devices people use to consume content is a daunting task.
  • There’s plenty of room for qualitative research, especially for profiling and consumption research. How else can you really understand exactly why a consumer watches what they watch, where and on what device.  This is especially compelling when you couple it with all the demographic targeting being done from a content delivery perspective.
  • Despite the proliferation of multi-platform viewing, folks still congregate in the family room to watch their content. We found this a fascinating and very relevant idea.
  • Netflix continues to lead the way from an innovation perspective. The old guard is still doing all they can to catch up.
  • February conferences should always be held in Fort Lauderdale! As a snowstorm hit Denver, dumping 12” of snow, I only felt mildly guilty as I put on my open-toed shoes, summer dress and walked along the beach to the conference venue. It’s a tough life being a marketer!

 

The results we received from the iModerate one-on-one, in-depth conversations were much more enlightening than what we typically garner from open-ended verbatim responses. The live moderator offers us the ability and flexibility to probe deeper on certain points, enabling us to get stronger, less vague information. That unique capability has proved extremely valuable to us, and has made this IM-based platform an integral part of our research toolbox.

Colleen Hepner, VP, C&R Research