NIELSEN CLIENT SURVEY Evaluation of The Council For Research Excellence

Transcription

1 NIELSEN CLIENT SURVEY 2013 Evaluation of The Council For Research Excellence

2 INTRODUCTION AND METHODOLOGY This is a summary of the 2013 Nielsen Client Survey (NCS) conducted by The Council for Research Excellence (CRE). The primary purpose of this survey is a review of the CRE by the community it serves. The results will help guide and inform the efforts of the CRE. SURVEY DESIGN The master questionnaire contains 29 questions. The survey was split into A and B versions in order to make it shorter and more manageable for respondents. Each version was reduced to 25 questions: 21 core questions and 4 questions unique to that version. With the skip logic, it was possible for respondents to answer as few as 16 questions. 2

3 DEPLOYMENT Fieldwork was conducted between November 18 th December 16 th, An invitation containing a link to the survey was sent to 3,802 names, selected from Nielsen s network and agency lists. Versions were assigned alphabetically; A-K, L-Z. It is estimated that about 1,900 s were delivered to the A-K group, and 1,902 went to the L-Z group. Versions were shifted after the 1 st mailing. 1 st mailing: 11/18/ nd mailing: 11/25/ rd mailing: 12/2/2013 3

4 SAMPLE The distribution of total response, as well as key cohorts, is evenly distributed by version. Total Version A Version B All Aware of CRE Council or committee member Response by question will vary due to skip logic and non-response. Results are based using the total answering the question. Where available, comparisons to the previous study conducted in 2010 are shown. 4

5 THE ORGANIZATION MISSION AWARENESS/IMPORTANCE/QUALITY PERCEPTION INTEREST ATTENDANCE/VISITS COMMUNICATION

6 74% OF NON-MEMBERS CORRECTLY ID CORE MISSION OF THE CRE: What do you think the core mission of the CRE is? Conduct research on measurement methodology 74.0% Study audience trends and report to the industry 63.5% Set standards for the industry 51.9% Identify and solve problems with the Nielsen service 41.3% Answering: 2013v.B; non-members (104) 6

7 GROWTH IN AWARENESS 82.1% % 34.3% 17.9% YES NO Aware of the CRE before receiving survey invitation Answering: 2013 (313); 2010 (458) 7

8 GROWTH IN IMPORTANCE 35.8% 41.2% 30.9% 34.3% % 18.8% 8.8% 2.6% 1.6% 7.0% Very Important Somewhat Important Neutral Not Very Important Not At All Important Importance of an organization like the CRE in providing knowledge Answering: 2013 (313); 2010 (458) 8

9 GROWTH IN PERCEIVED QUALITY AND VALUE % 80.8% 61.6% 61.6% The quality of the work that is typically produced by the CRE The value of the CRE to our industry Rated Very Good or Excellent Answering, aware of CRE: 2013 (208); 2010 (245) 9

10 DESCRIBES THE CRE ACCURATELY OR VERY ACCURATELY Committed Relevant Thought leaders Results-driven Collaborative Passionate Practical Independent Collegial Open/transparent communication Influential Imaginative 71.6% 68.6% 64.7% 58.8% 58.8% 55.9% 54.9% 52.9% 48.0% 45.1% 42.2% 38.2% Diverse Inclusive 28.4% 27.5% Answering, aware of CRE (version B):

11 SPECIFIC PERCEPTIONS OF THE CRE Agree or Agree Completely with the following statements The CRE is a valuable resource for the media research industry 80.9% 62.6% The CRE should be involved in mentoring young people interested in media research 71.8% 52.3% The CRE should provide research training to current Nielsen clients 66.5% 59.5% CRE anticipates key research issues & addresses them in meaningful/timely fashion 58.5% 47.7% CRE research is conducted independently of Nielsen 51.1% 45.0% CRE addresses important topics no one else is addressing 46.3% 53.2% The CRE does a good job communicating with Nielsen clients 36.7% 35.6% I know how to communicate ideas to the CRE for consideration 20.2% 21.2% Answering, aware of CRE: 2013 (188); 2010 (222) 11

12 INTEREST IN CRE COMMUNICATIONS Very or somewhat interested Attend virtual (online) CRE event/workshop/seminar 54.9% 62.1% Hear the CRE s thoughts and opinions on audience research news that is covered in the press 51.0% NA Receive regular from CRE 50.0% 60.4% Attend CRE event/workshop/seminar (in person) 42.2% 43.5% Join/work with a CRE project committee 34.3% 38.6% Participate/join CRE s LinkedIn page 18.6% NA Read a CRE Blog 16.7% 34.7% Follow the CRE on Twitter 6.9% NA Like/follow the CRE on Facebook 4.9% NA Write a CRE blog entry 3.9% 10.2% Add CRE to Google+ circle 2.9% NA Answering: 2013v.A (105); 2010 (338) 12

13 CRE EVENT PARTICIPATION During the past year, have Read one or more of the CRE s Quarterly Newsletters 56.2% NA Visited the CRE website 54.6% 36.5% Attended a CRE Webinar 33.0% 30.8% Attended a CRE live event 21.6% 13.2% Visited CRE LinkedIn group 20.5% NA Attended a CRE committee meeting 10.3% 7.9% Answering, aware of the CRE: 2013 (185); 2010 (266) 13

14 WHAT IS KEEPING YOU FROM PARTICIPATING IN THE CRE? I m not sure how to join 46.7% I don t know enough about the CRE 42.9% I don t have the time 22.9% I don t think I have enough experience in audience research measurement to join a CRE Committee 19.0% Other (please specify) 11.4% The work the CRE conducts is not relevant to me 1.9% Answering: 2013v.B; non-members (105) 14

15 PREFERRED MODE OF COMMUNICATION WITH THE CRE s 88.6% CRE Newsletter 46.7% Webinars 46.7% In-person at my company 15.2% Updates via LinkedIn 9.5% Updates via Twitter 3.8% Other (please specify) 1.9% Answering: 2013v.A (105) 15

16 HOW OFTEN WOULD YOU LIKE TO HEAR FROM THE CRE? Only when significant studies are released 39.0% Regular progress reports from selected Committees on research they are conducting 33.3% When your bi-monthly newsletter is published 24.8% Do not wish to hear from the CRE/Other 2.9% Answering: 2013v.A (105) 16

17 THE WORK OF THE CRE USE AWARENESS RELEVANCE IMPORTANCE

18 HOW RESULTS ARE USED 60.0% 54.3% 52.6% % 28.8% 22.0% Discussed Shared (Yes) Used Answering, aware of CRE: 2013 (215); 2010 (245) 18

19 WHY RESULTS ARE NOT SHARED Someone else in my company has this responsibility 35.9% Other (please specify) I ve had a hard time getting access to the results 28.2% 25.6% The results are not in a format that allows me to easily share them 15.4% The results aren t relevant to my business The results from this study do not support my company s business objectives I plan to share the results, I just haven t had the time yet 7.7% 5.1% 2.6% Answering, aware of CRE, did not share results: 2013ver.B (39) 19

20 AWARENESS OF PROJECTS Talking Social TV: How social media interaction impacts television viewing 56.6% TV Untethered: How mobile affects overall TV viewing 46.0% The Evolution of the Set Top Box: Current and Future Trends affecting Return Path Data Measurement 42.6% Diary Non-response Bias Study 38.3% Trend Analysis of Relative Error of Diary Ratings 35.3% Current State of Marketing Mix Modeling 31.5% UX - User Experience: Literature review of the user experience across video platforms How Publisher Data Can Play a Role in the Digital Advertising Ecosystem 12.3% 6.0% Answering, aware of CRE: 2013 (235) 20

21 RELEVANCE OF PROJECTS TV Untethered: How mobile affects overall TV viewing The Evolution of the Set Top Box: Current and Future Trends affecting Return Path Data Measurement Talking Social TV: How social media interaction impacts television viewing 93.6% 92.7% 91.3% Current State of Marketing Mix Modeling UX - User Experience: Literature review of the user experience across video platforms Trend Analysis of Relative Error of Diary Ratings 69.9% 69.4% 64.4% Diary Non-response Bias Study How Publisher Data Can Play a Role in the Digital Advertising Ecosystem 47.9% 57.5% Rated Very or Somewhat Relevant Answering, aware of CRE: 2013 (219) 21

22 IMPORTANCE OF RESEARCH TOPICS Improving measurement of digital audience behavior Aligning impressions across platforms for total campaign measurement Mobile and the impact of digital technology on media use User experience across video platforms (TV, mobile, etc.) Application of big data and new analytic techniques to audience measurement Further study in set top box work The changing demographics of the U.S. Impact of social media on consumers purchase decisions Media use by life stage Measurement of media consumption out of home and at-work Video Consumer Mapping (observational research of consumer video usage & engagement) Measuring the impact of pod length on commercials across video platforms Further study in survey non-response 39.1% 90.9% 90.0% 85.0% 84.1% 76.8% 74.1% 73.2% 72.7% 67.7% 67.3% 65.9% 58.6% Rated Very Important/Important Answering: 2013 (220) 22

23 THE INDUSTRY EVENTS AND TRADE MEDIA BUSINESS AND EMPLOYMENT

24 ATTENDANCE AT INDUSTRY EVENTS Annual Nielsen Client Meeting 36.5% Quarterly Regional Nielsen Meeting 23.3% ARF ReThink 2013 ARF Measurement % 16.9% Advertising Week CTAM event Media Post event 4A s event CAB Conference ANA event 9.1% 6.8% 6.4% 5.0% 3.2% 2.3% Top 10 Industry Events Answering: 2013 (219) 24

25 HOW IMPORTANT ARE THE FOLLOWING IN HELPING YOU TO STAY CURRENT WITH MEDIA AND RESEARCH? Very important or Important to stay current with media and research Informal discussion with peers/colleagues 79.5% 84.5% Trade press 63.2% 49.1% E-newsletters 59.8% 50.2% Topical seminars, workshops (on the web) 56.4% 62.4% Topical seminars, workshops (in person) 53.0% 43.9% Vendor contacts/materials 46.2% 46.5% Industry/networking groups/events 45.3% 56.1% Social/business networks 43.6% 30.3% Peer to peer advisory, mastermind groups or CEO roundtables 41.9% 54.2% Conferences/Trade shows (in person) 41.0% 40.6% Virtual conferences/ Trade shows 30.8% 33.2% Blogs 27.4% 18.5% Answering: 2013v.B (117) 25

26 HOW OFTEN DO YOU READ OR VISIT? Read or visit WEEKLY MediaPost 57.4% 55.7% Cynopsis 55.1% 45.0% Mediaweek/Adweek/Brandweek 50.5% 56.5% Ad Age 45.8% 46.9% LinkedIn 44.0% 36.9% Broadcasting & Cable 43.1% 55.7% New York Times 36.1% 41.3% Twitter 35.6% 12.5% Facebook (for professional purposes) 28.2% 27.7% Wall Street Journal 19.9% 31.0% Answering: 2013 (216); 2010 (271) 26

27 JOB TITLE 27.8% 31.4% % 20.7% 20.7% 21.3% 19.2% 12.0% 11.6% 4.4% 4.6% 3.7% SVP and VP Director Manager Analyst Other above Which best describes your job title or level of responsibility? Answering: 2013 (216); 2010 (271) 27

28 NUMBER OF EMPLOYEES 67.6% % 40.2% 29.2% 3.2% 11.8% Fewer than or more How many employees do you supervise directly or indirectly? Answering: 2013 (216); 2010 (271) 28

29 YEARS EMPLOYED 51.7% % 36.1% 36.5% 14.4% 8.1% 10.2% 3.3% 3.2% 0.4% 20+ years years 6-9 years 2-5 years <2 years How long have you been employed in the industry? Answering: 2013 (216); 2010 (271) 29

30 TYPE OF BUSINESS 45.8% % 26.9% 20.8% 19.9% 18.5% 0.9% 3.7% 9.2% 3.2% 12.2% 9.7% 7.7% 1.9% 5.6% 4.4% 2.8% 4.1% Which of the following best describes the type of business you are in? Answering: 2013 (216); 2010 (271) 30

31 PRIMARY WORK LOCATION 53.5% 41.1% % 27.3% 12.1% 8.5% 2.8% 4.8% 5.6% 4.1% 2.3% 1.8% NY LA CHI ATL D.C. Other Where is your primary work location? Answering: 2013 (216); 2010 (271) 31

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