Share this
Making the consumer the “super hero” of insights programs with Vera Chien
by Michael Howard on 15 Jul 2024
This podcast episode, hosted by Michael Howard, features Vera Chien, Executive Director of Corporate Research, Data and Insights at Warner Bros. Discovery. They delve into the fascinating world of consumer insights within the entertainment industry, exploring how research shapes content creation and strategy at a company with a vast portfolio of iconic brands. Vera emphasizes the importance of a holistic approach to research, going beyond primary data collection to include thorough preparation and compelling data visualization.
The conversation highlights the collaborative nature of insights across Warner Bros. Discovery, with specialized teams focusing on different areas (breadth and depth) while sharing knowledge and collaborating on broader strategic initiatives. Vera also sheds light on the evolving landscape of consumer behavior, discussing trends like "content rationing" and the rise of vertical video consumption, particularly among younger audiences. The episode touches upon the company's exploration of AR and VR technologies, recognizing their potential for consumer engagement and data collection.
Here are five key takeaways for market researchers
1. Think Holistically: Don't just focus on conducting primary research. Invest in pre-research preparation and post-research data visualization to maximize the impact of your findings.
2. Leverage Internal Data: Utilize the wealth of first-party data from streaming platforms and other internal resources to understand user behavior and preferences.
3. Combine with External Data: Integrate first-party data with third-party sources like Nielsen ratings and social listening tools for a comprehensive market view.
4. Stay Current with Consumer Trends: Keep up with evolving consumer habits, especially among younger generations, such as "content rationing" and the growing popularity of vertical video.
5. Explore New Technologies: Experiment with AR and VR to engage consumers and gather insights, while acknowledging the challenges of adoption and the need for compelling experiences.
Tune in to more episodes of "Now That's Significant" for insightful discussions on the latest trends and strategies in the world of market research.
Share this
- November 2024 (6)
- October 2024 (4)
- September 2024 (4)
- August 2024 (6)
- July 2024 (7)
- June 2024 (4)
- May 2024 (7)
- April 2024 (6)
- March 2024 (3)
- February 2024 (8)
- January 2024 (3)
- December 2023 (6)
- November 2023 (5)
- October 2023 (3)
- September 2023 (8)
- August 2023 (4)
- July 2023 (6)
- June 2023 (6)
- May 2023 (3)
- April 2023 (6)
- March 2023 (6)
- February 2023 (4)
- January 2023 (2)
- December 2022 (2)
- November 2022 (8)
- October 2022 (6)
- September 2022 (6)
- August 2022 (7)
- July 2022 (5)
- June 2022 (6)
- May 2022 (5)
- April 2022 (4)
- March 2022 (8)
- February 2022 (7)
- January 2022 (1)
- December 2021 (2)
- November 2021 (2)
- July 2021 (4)
- June 2021 (2)
- May 2021 (4)
- April 2021 (2)
- March 2021 (5)
- February 2021 (3)
- January 2021 (3)
- December 2020 (1)
- November 2020 (5)
- October 2020 (2)
- September 2020 (5)
- August 2020 (4)
- July 2020 (4)
- June 2020 (1)
- May 2020 (3)
- April 2020 (6)
- March 2020 (3)
- February 2020 (4)
- January 2020 (2)
- December 2019 (4)
- November 2019 (4)
- October 2019 (3)
- September 2019 (2)
- August 2019 (4)
- July 2019 (5)
- June 2019 (2)
- May 2019 (4)
- April 2019 (4)
- March 2019 (2)
- February 2019 (4)
- January 2019 (3)
- December 2018 (5)
- November 2018 (2)
- October 2018 (1)
- September 2018 (3)
- August 2018 (5)
- June 2018 (4)
- May 2018 (4)
- April 2018 (3)
- December 2017 (1)
- November 2017 (2)
- October 2017 (1)
- September 2017 (3)
- August 2017 (2)
- June 2017 (2)
- February 2017 (2)
- January 2017 (2)
- December 2016 (2)
- September 2016 (1)
No Comments Yet
Let us know what you think