Monday, 22 September 2014

Mediawatch

All posts from: July 2011

ComScore data not so sweet for BlackBerry

Fri, 29 Jul 2011

The Independent reports on data squabbles between BlackBerry manufacturer Research in Motion (RIM) and ComScore over the latest figures for smartphone use in the UK.

ComScore reckons BlackBerry had some 3.5 million subscribers in May, compared to 5.5 million iPhone owners and 5.4 million Android-powered devices.

But RIM says those numbers are wrong and “by a wide margin”, saying its UK subscriber base was just under 7 million at the end of May.

ComScore says the disparity is down to the fact that its figures relate to primary handsets only – so people who own two phones will only have their primary phone counted.

BlackBerry, however, is not sold on this argument. Read the full story here.

 

Qrious about a new in-app survey platform?

Fri, 22 Jul 2011

“Any form of traditional market research company would be our competition if they didn’t move so slowly,” says Adam Paulisick, a former Nielsen commercial director turned chief commercial officer at in-app survey company Qriously.

Them’s fightin’ words.

We previously reported on Qriously here, explaining how their software can be used to place research questions in the banner ad slots found in many free mobile applications.

The Guardian’s Jemima Kiss met up with the team for a more in-depth chat recently. Some key takeaways:

  • The Qriously platform has location options so granular that answers can be gathered from one street
  • The service can field 1,000 questions a day at present and an estimated 5m devices have used the service
  • Comparisons with Pew and Forrester research show that results of Qriously surveys correspond to within 5%

Read the full article here.

Gatorade ditches pre-testing for buzz-fuelled trial and error

Mon, 11 Jul 2011

The clash between advertising creatives and pre-testing agencies is one of the great flashpoints of research.

Traditional advertising research, we are told, may help to prevent disasters, but it can also stifle creativity and make it harder to produce something really exceptional.

In an interview with Advertising Age, Massimo d’Amore, the head of PepsiCo’s beverages business in the Americas, speaks of how his company is introducing a trial and error approach to testing and refining ads.

In the case of Gatorade, d’Amore said: “We don’t consumer research ads anymore.” Instead the firm uses technology to track word-of-mouth buzz and responds to it by making any necessary tweaks or changes to campaigns. “The best consumer research is the social network,” he said. “So we develop new ads using the best judgement of our team and the agency. We put them on the air and for the first 24 hours we track what’s being said… If needed, we go back in the editing room, and fix it.”

D’Amore also said of recent product redesigns: “I believe it’s better to go to market faster, because of the pace of innovation, with stuff that’s 80% or 90% finished, than to go for absolute perfection and be much slower… There’s nothing wrong with correcting while you’re doing things.”

It’s great to see companies embracing social media monitoring and making efforts to be more fleet of foot, but this new approach clearly comes with its own set of risks. “Fixing” an ad that has gone down badly with viewers might prove easier said than done. And surely no amount of editing is going to turn a poor ad into a great one.

Who is Synovate's unnamed suitor?

Fri, 1 Jul 2011

The Daily Telegraph has a report this morning that, weeks before news of the Ipsos talks, Aegis was approached by an advisory firm about a potential £600m bid for its research agency Synovate.

According to the report, a letter was sent by Wyvern Partners on behalf of an unnamed client, but the two sides did not engage in talks because the bidder’s name was not provided.

The Telegraph reports that Wyvern is prepared to reveal the name behind the potential offer immediately if Aegis agrees to a meeting, but earlier this week the media services group stressed that it was in “exclusive” talks with Ipsos about selling Synovate.

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