Market Research and the Entertainment Industry

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Using in-depth interviews to examine the impact of advertising

Using analysis of spots from the 2011 Super Bowl, the author explores the benefits – and dangers – of ads that tap respondents’ subconscious reactions.

Watch out Apple: Nintendo Wii rates highest among America's youth

According to data from Harris Interactive, Apple-branded products dominate the personal-device arena among America's youth but Nintendo Wii rates highest overall in brand equity.

But how do you really feel? An approach to measuring consumer emotions

The authors explain a new methodology for eliciting and applying emotional responses to stimuli to optimize new products and messaging.

Beyond awareness and recall: rethinking sponsorship measurement

Sponsorship works differently from advertising and researchers need to rethink the basic premise of what they should be measuring. Insight specialists need to stop trying to rely solely on sponsorship awareness to explain brand shift. Instead they need to include additional sponsorship-based metrics such as passion, appreciation and liking.

In Case You Missed It... August 2011

News and notes on marketing and research: Americans working more; women hide purchases; digital screen personalities

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Related Articles

There are 66 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Effectiveness by association?

Starcom Media Services used brainwave analysis to measure respondents’ involvement in a TV show and a series of commercials to find out if their engagement in the show carried over to the ads that followed it.

Teeing off with new technology

The Ben Sutton Golf School used neural networks to critique new advertising copy. The analysis generated quantitative information in three phases used to evaluate existing and new advertising. The artificial neural network analysis can be a valuable safety-check of copy and design efforts.

On the front line of online

The article summarizes how three companies - Informix, Bay Networks and Nickelodeon - have used online surveys to conduct research about their customers. Survey tools included SurveyBuilder.com and AOL's Opinion Place. Integrating graphics into the surveys is cited as a particularly helpful activity.

Research steers nightclub's respositioning

Horsefeathers nightclub conducted computer-assisted surveys and focus groups with customers and employees, performed a market analysis, and reviewed club operations in its efforts to reposition itself in the marketplace and subsequently increase its popularity with and sales to evening customers.

Are we getting ahead of ourselves?

Turner Entertainment Group developed Digital Dashboard, an Internet-based diagnostic product to help managers of Turner Web sites track performance issues related to the Web sites. The company learned the endeavor was more problematic than helpful.

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Specialties

• Audience Research
• Audience Response Systems
• Interactive Electronic Group Research
• Media Research-Radio
• Media Research-Television
• Movie/Film Previews
• Music Tests
• Theater Counts & Research

Industries

• Entertainment
• Gaming/Casinos
• Sports
• Television
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• Theme Parks

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Related Suppliers: Moderators

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• Entertainment
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• Sports
• Television
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• Theme Parks

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