Vidyotham Reddi shared insights from Mars’ approach to A/B testing as their gold standard of learning. Framing it within the timely “virus” context, Vidyotham reinforced A/B testing’s dependability, versatility, and precision for marketing and understanding consumer behavior as part of Mars’ overall strategy.
The presentation shared YouGov’s research behind building a cross-device, multi-source, and verified behavioral data exchange tool. The research tackled the following problems:
David Kingsbury reviewed data from his 2019 ARF AUDIENCExSCIENCE presentation, and IRI’s subsequent advances to improve accessibility, targeting, and measurement of the digital invisible. This research has helped uncover a sliver of those invisible, i.e., households that move and are lost (either temporarily or permanently).
Research during the summer of 2021 revealed that the demographics of the digital invisible remained the same. Digital invisible consumers are more likely to skew low income, no kids, and under 34 years of age. They are part of the 13% of the population who move annually. Additionally, some consumers don’t want to be tracked. This population is not receiving targeted advertising and their purchases are not being measured.
Inaccurate responses to basic demographic and media consumption questions asked in surveys are very problematic, since these responses form the bedrock data points for all demographic research and media consumption measurement.
Jon Puleston analyzed some of the reasons why respondents are not truthful in surveys and the challenges raised. As a result of inaccurate respondent responses, the industry has been mis-measuring basic demographics and media consumption for decades.
This discussion addressed three presentations that described insights from surveys on how the pandemic affected consumer behavior during the pandemic and to what extent observed changes will persist. The presentations addressed trends in behaviors and attitudes regarding media (such as linear TV vs. streaming), travel, and also shopping, cooking, and education.
Broadbeam Media found past assumptions of consumer behavior being upended by the pandemic. To better understand the transformation happening in the American home, they conducted proprietary research to focus on the respondent’s perceptions of the last year, through sight, taste, hearing, smell, touch, and feel, to influence respondents to think about their last year in a fresh way. The following includes what they learned through the research.
When will things return to normal and what will our new normal look like? To answer these questions, Morning Consult is tracking how consumer attitudes are shifting across a wide range of categories to gain greater insight into not only when consumers are ready to return to their normal activities but how their habits have changed. This presentation provides a case study on travel and hospitality with insights drawn from their Tracking the Return to Normal project.
The presenters summarized insights from HUB’s on-going series of surveys on viewers’ ownership, behaviors, and opinions about all aspects of TV and video. Since they have data going back to 2018, they are able to analyze long-term trends, including the impact of the pandemic.
In a 2019 Pew survey, 79% of Americans say that they know big companies track their online behavior while 59% say they don’t know how the data is used and have little control over how the data is used. In a 2020 survey, Pew found that most Americans want the right to permanently delete their health related data.
Jane Clarke, CEO, Managing Director, CIMM, interviewed Lisa Giacosa, President, Global Head of Data, Technology, Analytics & Insights, Spark Foundry.