THE RESEARCH INSIDER |
  Listen on Podcast | Read the transcriptPrincipal, InsightFarm Inc. developed her insatiable curiosity and passion for innovation during her Florida childhood, where she grew up inspired by the people and events that occurred where her dad worked - NASA's John F. Kennedy Space Center. In 2003 she founded InsightFarm, a consumer strategy and market research consultancy dedicated to helping its industry-leading Fortune 100 clients drive business growth through consumer insight. (www.inyourpurse.com) |
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Johanna Skilling, Chief Strategy Officer Saatchi and Saatchi Wellness Listen on Podcast | Read the transcript When SSW initiated its first "Wellness & The Economy" survey in 2009, Chief Strategy Officer Johanna Skilling was skeptical about using social media for quantitative survey research. But when it came time to design and field the study, budget constraints left Skilling with no viable option other than social media In a candid interview, Skilling recounts the methodological concerns, challenges and triumphs of conducting a national study solely via social media and how the approach subsequently played a critical role in the 2010 iteration's modal mix. Johanna Skillings Session: Culture & Research Trends Symposium: Whats Next?; Monday, 11/8/2010, 8:00AM - Whats Next in Wellness: New Research from Saatchi & Saatchi Wellness |
| Horst Stipp, Senior Vice President of Strategic Insights & Innovation, NBC Universal Listen to part 1 of Podcast | Read the transcript As the media landscape changes, so do the challenges facing media researchers. In this first episode of a special four-part interview, NBC's Horst Stipp shares some of his frustrations – including a lack of any definitive measurement currency for online media – and dispels some current media myths around "cord-cutting" and advertising effectiveness in the age of DVRs. |
| Listen to part 2 of Podcast | Read the transcript In the second episode of our four-part interview, NBC's Horst Stipp compares YouTube-style "video snacking" to viewing behavior for more traditional programming. He also discusses how the network's research team is working with advertisers to not only prove that commercials still work, but to actually improve their effectiveness in spite of media fragmentation and fast-forwarding. |
| Listen to part 3 of Podcast | Read the transcript New issues; new challenges; new solutions…same questions? In episode three of our four-part interview, NBC's Horst Stipp delves into the exponentially increasing complexity of media measurement, and highlights some promising research technologies and methodologies – neurological feedback, the Tobii eye-tracking method, etc. – that may help marketers answer age-old questions for the first time. |
| Listen to part 4 of Podcast | Read the transcript In this final episode of The Research Insider's interview with NBC's Horst Stipp, we explore an unconventional media research metric – Google search – and conclude with some thoughts for research suppliers as they attempt to navigate the rapidly evolving and increasingly competitive media research marketplace. |