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The Applications of Real Time Audience Response Market Research to Early Stage Content Development
I have been involved in marketing and marketing research since I was a child. My Dad, Willis Duff, came out of the media world after cutting his teeth as a morning disc jockey when he was 13 and worked his way to the top of one of the biggest companies in media of his time, Metromedia since he. he was 30 years old.
He got tired of working for others and decided to start his own market research company called Entertainment Response Analysis (ERA), one of a number of companies that use a modified version of a lie detector, analysis GSR, and real-time attitude (RTR) attitude. dials, both together and in stand alone mode. This was in the early 1970s and, by coincidence, the company for which I now worked was doing the same kind of research in Burbank California and, in fact, pioneered much of the first research in this methodology. Unlike ASI Entertainment, ERA was initially focused on Radio and TV News and on-air talent scouting and recruitment.
Many summers, while I was in middle school and high school I worked with ERA punching data, working with Mini computers, learning assembly language and basic survey design and later Basic programming and rubbing elbows with pioneering market researchers and first employees technology adopter Dad associate.
After college, I went to work in Silicon Valley and exercised many different skills such as sales application engineer, direct sales representative, sales manager, marketing manager, product development and research manager and later as VP of Sales and Marketing for a wholly owned subsidiary (at the time) of the Acer Group called Dyna Micro. My father helped me understand how to apply market research to my work in the capacity of VP of marketing and how to collect information about which ads and which ad spots generated sales and I was able to use my skills of programming and the database base to develop first. CRM implementations. I participated and invested in a company focused on the acquisition of data controlled by leading software and monitoring and control systems regarding HVAC, security, energy systems and other industrial systems during this period with a company called SourceNet and Wisdom Electric.
All these different experiences and relationships eventually led me to ASI Entertainment and now I have been there for 15 years working with and with data acquisition hardware and software and marketing research methodologies.
What I want to talk about in this article is the role of real-time market research as a constructive tool in the content development cycle. A paradigm that has retained market research is the view that it is primarily a diagnostic tool. While it is a diagnostic tool, I feel that its greatest potential benefit is as a feedback mechanism during the creative phase of content development. This is particularly true of the type of research that ASI does which usually incorporates real time response (RTR), research methodology and audience development.
ASI has the ability to perform in-depth audience feedback on content that looks at the nuances of audience response to content, such as character relationships, dialogue, plot, action levels, comedy, drama, rhythm and all the things that creative content producers. they are worried. While most professional content developers are very experienced and extremely talented in these areas, methodologies such as those carried out by ASI allow the initial proof of concept of the critical elements of a pilot or an episode and can provide writers, directors and even actors with input that can help. they optimize the important nuances of their creation process to prepare the content to be optimized for research before going through the traditional diagnostic tests routine through the various diagnostic test systems and the subsequent evaluation metrics.
My question to the creative teams of large content producers remains “why not use real-time testing through every stage of content development?” While there are clearly time and budget constraints, the value of having content already optimized before reaching the normal diagnostic phase of market research testing seems likely to potentially provide substantially higher success rates for content developers and could also save a lot. costly course correction to the content strategy at a later stage. I think this is even more true for advertising agencies. Real-time content analysis of advertising provides agencies and advertisers with a platform to actually get specific advertising concepts and content elements and flow optimized for the target audience before spending a lot of money to produce the content finished and even more spent to put the content. An ASI test and the data can be started and completed with a few days notice and the action data is ready the day the test is done. With how much money is spent on advertising campaigns, it seems logical to me that the creative and research groups could work in a more constructive and proactive relationship with each other. I guess I’m just an optimist and yet I’ve spent most of my adult life wondering this.
While a growing number of creative content companies apply this approach, it remains a mystery to me why this application of real-time market research is not much more widely applied. I believe part of the problem is that there has been a long-standing and unfortunate tension between market research and content development roles in most corporate cultures. It is very understandable for me and I also believe that business developers and creatives are losing out because of this unfortunate paradigm.
I am a composer of rock and roll music and my band “Pure Light” is quite sensitive to having our work judged and until recently I would have been quite reluctant to have tried it in the middle of market research. This has changed for me now.
Now I simply post rough cuts on the ReverbNation WEB site under my band, Pure Light, and if I get hits and positive comments, then I know it’s good and if it’s not, I go back to the drawing board, rewrite, re-cut and then released. Sometimes I get really good constructive criticism from my “fans” and other “artists” who are under “Pure Light”. Its market research at the price, but I learned the value of this type of response in semi real time.
I am an amateur musician, but a full-fledged lead guitarist and because of my status as an amateur, I regularly release rough cuts on the Internet and almost entirely for my own market research purposes. At some point I would like to bring my music to RTR tests and focus groups among my target audience. At this point I don’t think I’ve developed my songwriting and singing skills far enough to warrant this. However, if I ever become a full-time professional songwriter, producer or band member, I will absolutely conduct RTR on my songs. Of course, performing concerts provides its own form of real-time feedback is not. I might be a little too experienced to start touring at this time, but maybe after my daughter goes to college, I’ll start a band called “The Old Guys.”
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