Future of Media Research Conference
Join the leading names in measurement and data analysis
Monday 13 March 2017
Our half-day conference brought together high-quality research and data practitioners as well as users, to share ideas and map the future direction of research and insight. Our audience and panels were made up of the leading names in measurement and data analysis and the morning was a must for anyone working in research.
We discussed how companies are using data to drive engagement, the next generation of research methodologies and how to overcome measurement challenges.
Over the morning we heard more about the growing number of new research partnerships; the stand-out initiatives from the 2017 Mediatel Research Awards; the changing nature of research companies and agency research departments; what clients want the most; and how technology is enabling exciting new data opportunities.
IPA members can ascribe a CPD value to each Mediatel Events session
9:00 - 9:30
Registration and refreshments
Denise Turner presents Newsworks' winning entry for Best Custom Media Research Project:
How people buy
Newsworks took a behavioural economics approach in a multi-stage study of how people discover and choose brands. In partnership with Flamingo, Tapestry and Dr Nick Southgate, we examined the consumer decision journey, with a focus on the roles of different media channels along the path to purchase. The findings have been developed into an interactive planning tool, to help media agencies choose the right channels to move people along the purchase journey and ultimately to drive sales.
Geoff Copps presents Mediabrands' winning entry for Best Social Media Project:
Mediabrands' Social Fingerprinting
Mediabrand’s Social Fingerprinting attempts to quantify and visualise how conversations flow between brands and consumers. Social Fingerprinting exists as an automated tool that combines individual ‘conversation strands’ into clusters and then finally into a complete Social Fingerprint.
- What new skills will media researchers need in the future?
- How should media researchers work with the data scientists - and how are media agencies bridging the gap?
- How can the media research community continue to create smart insight from big data and apply innovation to keep up with the consumer and evolve audience measurement?
- Can research place a value on context?
- How can the industry further harness behavioural economics, neuroscience and eye-tracking more to better understand the consumer?
11:00 - 11:30
- What has happened to trust and transparency?
- How do we define consumer contact? Is a TV rating the same as an online view?
- Long termism v short termism - is there too much focus on real time return on investment and not enough focus on value of insight and brand building through research?
- Has media research avoided the pitfalls of political polling where people say one thing and do something else?
13:00 - 13:30
Lunch and networking
Insight Director, Newsworks
Head of Research, IPG Mediabrands UK
Business Partner - Customer Insight, Camelot
SVP Strategic Partnerships, comScore
Head of Insight, OMD
Editor, Mediatel Newsline
Director, Research the Media
Founder, Brian Jacobs & Associates
Senior Digital Advisor, MediaSense
Chief Strategy Officer, m/SIX
IET, Savoy Place, London, WC2R 0BL
Nearest stations: Covent Garden (Piccadilly line) Embankment (Northern, Bakerloo, Circle and District lines)
A Mediatel Events season ticket guarantees you a place at seven of our core events including this one. As well as saving you over £500 you’ll also get free access to bonus events throughout the year.