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Unlocking the Power of Diverse Audiences in Market Research 

Overall takeaways from the track follow, but click the below links to dive into each session:

  1. Could Qual at Scale be the New Quant?: Jonas Nielsen, CSO, GetWhy & Clodagh Forde, Senior Director Human Insights, The Coca-Cola Company 
  2. Data Analytics and Insights in Action for CPG: Shivani Shah, Senior Insights Leader, Church & Dwight
  3. Leveraging Competitive Insights to Drive New Product Development and Portfolio Optimization: Wisdom Wordui, Associate Principal Scientist, L’Oréal 
  4. Just-Right Brand Tracking for Bob’s Discount Furniture: Lauren DeRaleau, Head of Research, Glass & Brendan Baby, VP Insights and Analytics, Bob’s Discount Furniture 
  5. Domino’s & Zappi: Building a Connected, Iterative Advertising System to Create Winning Campaigns Every Time: Karen Sharp, SVP, Global Enterprise Customers, Zappi, Kathy Gaynor, Manager, Research Science, Domino’s Pizza & Sarah Goslin, Associate Manager Research Science, Domino’s Pizza
  6. New York Times Games, Cooking, Sports and Shopping: Researching the Value of Highly Engaged Audiences: Gabriel Dorosz, Executive Director, Audience Strategy & Insights, New York Times Advertising
  7. Next Generation Brand Tracking: Nico Jaspers, Founder and CEO, Latana
  8. The Power of First-Party Data in Driving Connection Between Brands and Consumers: Tracy Kwan, VP, Insights & Measurement, NBCUniversal & Leah van Zelm, SVP, Data Science, NBCUniversal 

Key Takeaways 

  1. Diversifying Content Portfolio Is Key: Expanding product offerings leads to broader, more engaged audiences. 
  1. Multi-Platform Engagement Boosts Value: Users who engage with multiple platforms drive higher consumer behaviors. 
  1. Customization and Cost Efficiency in Research: Building tailored, affordable tracking solutions can provide actionable insights without breaking the bank. 

Diving into Diverse Audiences: The Power of a Portfolio Strategy 

At TMRE 2024, the spotlight was on how brands are transforming their audience insights to cater to a rapidly evolving consumer landscape. Brands like The New York Times and Bob’s Discount Furniture shared their journeys of unlocking new opportunities by diversifying their offerings and focusing on highly engaged users. The key takeaway? Diversifying content across multiple platforms, whether it’s games, news, or furniture, leads to a more engaged audience that presents fresh opportunities for advertisers. By adding product categories like games, sports, cooking, and shopping, companies can attract a wider range of consumers and create targeted strategies to tap into these growing segments. 

The New York Times highlighted how its audience has grown exponentially across multiple product offerings. From an 80% increase in their sports audience to an over 1,000% increase in their games audience, the Times has witnessed a dramatic shift in how users engage. This surge in engagement, particularly in games, reveals the potential for companies to deepen connections with their audience by offering more than just news content. 

Maximizing Value Through Multi-Platform Engagement 

It’s not just about attracting more people; it’s about engaging them on multiple platforms. Multi-platform users are the real prize in the world of data-driven advertising. Brands are focused on the importance of tracking multi-platform engagement to understand how users interact with a brand across different mediums. 

For The New York Times, users who engaged with multiple platforms weekly demonstrated higher shopping frequency across various categories. The more platforms users interacted with, the more likely they were to exhibit valuable behaviors that advertisers seek. Bob’s Discount Furniture experienced a similar shift, using brand tracking data to optimize their approach across their national expansion and fragmented market segments. By catering to highly engaged audiences that touch several products or services, companies can unlock higher ad receptivity and better outcomes. 

Enhancing Advertising Effectiveness 

But what does this deeper engagement mean for advertisers? It’s all about delivering value through personalized advertising strategies. By leveraging robust first-party data, brands created valuable insights that helped justify premium ad rates. The Times, for example, saw how users were more likely to engage with and respond to ads when presented within the Times environment. This high ad receptivity was confirmed by their attention measurement partnerships, which showed that their ads garnered more attention compared to global benchmarks. 

The Future of Advertising: Data, Engagement, and Personalization 

The core theme throughout the TMRE 2024 sessions was clear: to stay competitive, companies need to evolve their approach to audience insights, combining data-driven strategies with personalized, multi-platform engagement. Whether it’s The New York Times exploring the power of its diversified content or Bob’s Discount Furniture’s push to build a robust, affordable brand tracker, the key to success is understanding your audience in a deeper, more meaningful way. 

As consumer behaviors continue to evolve, the need for brands to stay agile and customize their research methods will only grow. The future of advertising lies in the hands of highly engaged, multi-platform users, and those who can harness the power of this data to create targeted, effective campaigns will be the winners in the competitive landscape of tomorrow. 

KEY ACTIONABLE TAKEAWAYS

  1. Diversify Content:
    • Action: Explore adding one new content category to attract a broader audience.
  2. Multi-Platform Engagement:
    • Action: Track user engagement across all your platforms to identify multi-platform users.
  3. Custom Research:
    • Action: Design one custom KPI to track a specific business outcome.
  4. Portfolio Strategy:
    • Action: Analyze your audience engagement across different product/content offerings.
  5. Maximize Multi-Platform Value:
    • Action: Develop a targeted strategy for engaging multi-platform users.
  6. Data-Driven Advertising:
    • Action: Leverage first-party data to justify premium ad rates.
  7. Affordable Brand Tracking:
    • Action: Explore cost-effective brand tracking solutions with a research agency.
  8. Personalized Advertising:
    • Action: Develop one personalized advertising campaign based on audience insights.
  9. Agile Research:
    • Action: Review your current research methods and identify one area for improvement.
  10. Future of Advertising:
    • Action: Develop a plan to better understand and engage your multi-platform users.

Contributor

  • Seth Adler

    Seth Adler heads up All Things Insights & All Things Innovation. He has spent his career bringing people together around content. He has a dynamic background producing events, podcasts, video, and the written word.

    View all posts

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