NEWS23 February 2011

CRE hires BIA/Kelsey for video experience research

New business News North America

US— Nielsen’s client think tank the Council for Research Excellence (CRE) has hired media researcher BIA/Kelsey to conduct a review of available research on user experience of video formats.

The study aims “to enable CRE to design and commission comprehensive new research into the latest and evolving formats of video”. This includes HDTV, DVRs, online streaming, mobile viewing, games consoles, 3D TV and tablet computers.

The principal investigators will be BIA/Kelsey’s chief strategy officer Richard Ducey and Patricia Phalen, an associate professor at George Washington University’s School of Media and Public Affairs. The firm specialises in media and advertising research for local media.

In the past the Council for Research Excellence has funded studies on video consumption, set-top box audience research methods and non-response bias.

Jack Wakshlag (pictured), chief research officer at Turner Broadcasting and chairman of the CRE’s media consumption and engagement committee, said: “We know there is a lot of research activity in this space and this project is designed to gather what currently exists so next steps can be planned. Eventually we want to get a research-based understanding of users’ thoughts, attitudes and behaviour as they enter a world filled with an abundance of formats and platforms.”

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