The media world is changing. If we want to understand it, we need consumer centirc research, to find out, who people use and perceive media. Examples from UM's study "Media in Mind" demonstrate, how people allocate their attention to media and how the 2-step-flow works today in a "network of experts". The presentation "Navigating the Media World with Consumer Centric Research" was held at the SEMPL 11 conference in Portorož , November 28th 2008.

1. Navigating the Media World
with Consumer Centric
Research
Dirk Engel
Universal McCann Germany
SEMPL II, Portorož , November 28th 2008

2. The media world is changing…
High Unlimited number
reach of media
Passive Acitve
media consumption media usage
80‘s 90‘s 00‘s
Limited Low
number of reach
media
2

3. A certain feeling of insecurity in marketing
Is our repertoire of
communications able to
face upcoming
challenges?
What is the best way to
use research findings to
improve marketing &
media planning?
3

4. Consumer centric research…
My
ABC1 Feelings My
My
Male Teenager Attitudes
Brands
30-59
My My Needs
Media
Product Consumer
Female Housewifes My My
20-49 Day in the Life Thoughts
Consumer
Consumer
Traditional Approach
Traditional Approach
Centric Approach
Centric Approach
4

5. …leads to new approach in media planning
Yesterday Today
Target Target segmentation
Consumer
conflicts chances ideas
Insights
Communication strategy
TV, radio, press etc. Mass media, online, events,
sales promotion, PR, mobile,
dialouge marketing, CRM,
sponsorship, viral etc.
Media plans Communication planning
5

6. What we need from media research today
• Data about usage of traditional and recently emerged media
• Information on how target audiences react to below the line
communication channels
• Understanding of how people use media in their daily life
• Insights into how consumers interact and communicate with each
other
• Variables, which are able to link findings from effectiveness
research to robust survey data
• …and last but not least: An idea of what the near future will bring to
the fields of consumer behaviour and media usage
6

7. New kind of research is needed
Traditional media studies Real insight studies
• Huge sample size • Mulit media point of view, 360°
• Accurate measurement of reach & • Qualitative information
frequency for one medium
• Linked to models of effectiveness
• „Currency“, gold standard research & psychology
• Base for intra media selection • Interesting stories, not only figures
• But… • Input for strategic communication
planning
• …no multi-media point of view
• Addition to syndicated research
• …not consumer centric
• …not flexible
7

8. 360° view on media usage
Consumer
Situation
Activities
Media
Mood
8

9. …needs new studies
Consumer
Situation
Activities
Media
Mood
A study for navigating today‘s media world
9

10. Media in Mind™
• First international wave of Media in
Mind™ in 1997
• Recent wave in Germany: June 2007
• Sample = 1,600 interviews
• German adults, 14 to 64 years
• Study design: Universal McCann
• Fieldwork: TNS Infratest
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11. The questionnaire
•40 page questionnaire
covering…
• Media usage
• Internet & computer
• Mobility
• Shopping
• Consumption
• Attitudes, values
• Leisure
• FutureView (by TNS Infratest)
11

12. The diary
•7-day-diary, paper & pencil
• Whole week: Monday to Sunday
• Half hour intervals
• Database of 11,200 days
• Careful quality control guarantees
complete & robust data
12

13. Information measured in Media in Mind™
The Diary
Mood Day of the week
Attention
(high, medium, low) Questionniare:
Activities
Demographics
Leisure, Lifestyle
Consumption
Attitudes
Media: TV, radio, magazines,
Newspapers, internet, video/DVD, PC, books, music Place
(home, work, OOH)
Company
(alone, with others, with kids)
13
© 2008 Media in Mind™ / Universal McCann

14. A Day in the Life (Example)
Listening to music
Young German Male
20% Music (no radio) not at home
18% Music (no radio) at home
16% Car Radio
14% Radio (not in the car)
12%
10%
8%
6%
4%
2%
0%
05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00
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© 2008 Media in Mind™ / Universal McCann

15. Input for strategy & marketing communications
• Which is the best mix of ad media?
• Which are the most effective time periods and days for advertising?
• Which other communication channels are appropriate?
• Which media are best to stimulate short-term sales because of
reaching the target audience close to the purchase?
• What information sources are valued the most and used for purchasing
products?
• How do activities like computer and video gaming affect the time
budget of specific target audiences?
• Which media, topics, products will become more relevant in the future?
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16. How consumers cope with information overload?
•Consumers are not overwhelmed by the today’s media output, they developed
mechanisms to deal with it.
• Three examples:
• On psychological level
= Selective attention management
• On sociological level
= Division of labor in information processing
• Strategy for marketing communication
= Finding the best moment to deliver relevant messages
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17. The importance of attention management
“Viewer attention to what is on
the screen has a direct bearing on
commercial perception and
communication. The real TV
value issue is attention and not
zapping or liking.”
How can we measure
attention?
Erwin Ephron
17

18. Laboratory vs. real life
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19. Time spend on media in minutes
German adults 14 – 64 years, n = 1.600
350
319 min. 328 min.
300
255 min.
250
200
150
100
50
0
14-29 y 30-49y 50-64y
19
© 2008 Media in Mind™ / Universal McCann

20. Share of media on total time spend on media
German adults 14 – 64 years, n = 1.600
TV Radio Internet Newspapers Magazines
14-29 year 44 % 27 % 23 % 5 % 2%
30-49year 40 % 35 % 16 % 7 % 1%
50-64year 45 % 33 % 9% 11 % 3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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© 2008 Media in Mind™ / Universal McCann

21. TV viewing & attention
Average day, German adults 14 to 64 years
TV with low Attention …with medium Attention …with high Attention
100%
80%
60%
40%
20%
0%
07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 01:00
21
© 2008 Media in Mind™ / Universal McCann

22. Internet usage & attention
Average day, German adults 14 to 64 years
Internet with low Attention …with medium Attention …with high Attention
100%
80%
60%
40%
20%
0%
07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 01:00
22
© 2008 Media in Mind™ / Universal McCann

23. Share of Attention – Shift from TV to internet
German adults 14 – 64 years, n = 1.600
TV Radio Internet Newspapers Magazines
Adults 14-64 years 43 % 9% 32 % 14 % 2%
14-29 y 38 % 7% 44 % 8% 3%
30-49y 42 % 8% 34 % 13 % 2%
50-64y 46 % 12 % 19 % 20 % 3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
23
© 2008 Media in Mind™ / Universal McCann

24. 2-Step-Flow of communication yesterday & today
30‘s - 50‘s
MEDIA
24

25. 2-Step-Flow of communication yesterday & today
30‘s - 50‘s 60‘s - 80‘s
MEDIA MEDIA
25

26. 2-Step-Flow of communication yesterday & today
30‘s - 50‘s 60‘s - 80‘s Today
MEDIA MEDIA M1 M2 M3 M4
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27. Giving advice for specific product categories
German adults 14 – 64 years, n = 1.600
Female
19%
Don't give any advice Male
21%
46%
Food, cooking
21%
37%
Entertainment, music, books
30%
34%
Travelling, vacation
32%
11%
Computer-Hardware und -Software
38%
10%
Personal finance, investments
20%
0 5 10 15 20 25 30 35 40 45 50
27
© 2008 Media in Mind™ / Universal McCann

28. Preferred source of information about cars
German adults 14 – 64 years, n = 1.600
60 Opinion Leader
51%
Advice giver Cars
50
47% 46%
42%
39% 40%
40
37%
31%
30
25%
20
19%
1st 1st
11%
10
7%
0
Magazines Word of Internet Newspapers TV Radio
Mouth
28
© 2008 Media in Mind™ / Universal McCann

29. Situations are individual… and predictable!
29

30. Mood in everyday life
Average day, German adults 14 to 64 years
stressed pleased relaxed cheerful bored melancholic tired
100%
80%
60%
40%
20%
0%
05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 01:00
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© 2008 Media in Mind™ / Universal McCann

31. Finding the Point of Relevance
•P.O.R. = Point of Relevance
• When the target audience is in the right situation to have an
open ear for our advertising message.
• It is not a place (like the Point of Sale), it is a situation.
The best time for a message is during or close to the
specific POR., and the most appropriate media are
those used during or close to the POR.
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32. Point of Relevance for Headache OTC brand
Target audience:
People who suffers frequently on headaches
TV viewing Mood: Stress Listening to radio
50%
40% POR
30%
20%
10%
0%
05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00
32
© 2008 Media in Mind™ / Universal McCann

33. P.O.R.: Finding the right moment for TV ads
Average weekday, German adults 14 to 64 years
Watching TV and being…
…happy ...tired
60%
50%
40%
30%
20%
10%
0%
12:00 14:00 16:00 18:00 20:00 22:00 00:00
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© 2008 Media in Mind™ / Universal McCann

34. Navigating the Media World
•We have learned some lessons from qualitative and
ethnographic media research, so we know that people…
• …do not think about media,
• …they think about content, activities, routines,
!
needs and gratifications.
So our research is consumer centric research, exploring
how media usage is part of the daily life of consumers,
finding out how media are represented in their minds
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35. dirk.engel@umww.com
Dirk Engel Tel.: + 49 - (0)69 – 79 404 - 110
Head of Research
Universal McCann Knowledge
Universal McCann GmbH, Speicherstrasse 57-59, D 60327 Frankfurt
http://www.universalmccann.de

36. www.dirkengel.org