The first Media Insights Perspectives Report has just been released. Brought to you by All Things Insights and the Media Insights & Engagement Conference, this report showcases how insights, analytics and research leaders are changing mindsets, shifting priorities and strategic allocations in the coming year as they balance their research efforts with the latest technological developments.
This year, the editors of All Things Insights brought together a cross-section of media insights executives from a range of media platforms—from the media giants to the niche players—and ultimately brought together 12 diverse perspectives. Again, the goal is to take the pulse of the media insights world, but this time develop a broader snapshot of the audience, specifically media insights and media entertainment executives, to take a deeper and more reflective look at the changes that have taken place.
Change is certainly a key word in today’s media insights environment. As the market grapples with a change in revenue structures, shifting strategies, the growth of streaming, layoffs, contractions and consolidations, mergers and acquisitions—we thought, let’s kick off 2024 with a unique snapshot into today’s challenges and opportunities in the media insights profession.
During a specific time period, from about the fall of 2023 and moving into the fourth quarter of the year, we asked each executive: What is your opinion on the state of affairs as a media insights leader within the discipline? What’s "on your desk" going into 2024? What’s been set aside on the way into 2024? What must be improved within the discipline? What must be done now, in advance of 2024? What are your thoughts on the evolution of AI within the industry (and/or your organization)? Compared to last year, is there more or less uncertainty going into 2024? Where might freelancers potentially be able to lend a hand? What can vendors do to help?
Rather than just doom and gloom from our report’s participants, most choose to roll up their sleeves and have a brighter outlook on the future prospects of the industry. Clearly, we are at the early stages of adoption, or at least initial experimentation, with new technology. The ramifications for the future of the discipline are yet to be determined, but the insights industry seems positive and optimistic that market research roles will improve. See what these media insights leaders had to say about their profession in the first Media Insights Perspectives Report.
Audrey Cochran, Vice President, Research, TV One
Sara Grimaldi, Vice President of Data Strategy & Analytics, Paramount
Natasha Hritzuk, Vice President, Global Consumer Insights, Warner Bros. Discovery
Suzanne Persechino, Senior Vice President, Revenue Research, A+E Networks
James Petretti, SVP, North America Distribution Research, Sony Pictures Entertainment
Renata Policicio, Senior Vice President of Global Streaming and HBO Research, Warner Bros. Discovery
Tracy Pruzan-Roy, Certified Professional Co-Active Coach (CPCC), Consultant
Suraj Rajdev, Head of Analytics & Insights - Food, Beverage, Restaurants, Google
Tamar Rimmon, Vice President, Research and Analytics Strategy, Fandom
Carlos Sanchez, VP, Groupe Media & Inclusive Buying Solutions, Publicis Groupe
Christopher Whitely, Senior Director, Product Management (Data Science), Comcast
Edwin Wong, SVP Insights, Research & Innovation, Vox Media