3. 2
How to stay relevant with Media Insights
Media organisations have seen the revenue from both audience and advertisers drop due to
the take over from digital platforms.
The digital economy is no longer a small department or a strategy in Media organisations, it
is an integrated part of every aspect of how today’s Media organisation does business.
Digital technologies continue to transform the economy and the way to do business and
many leaders are struggling to keep up with the pace.
Source: Digital Pulse 2015, By Russel & Reynolds Associates
But, there are three factors that organisations can focus their resources towards in order to
keep pace and stay relevant to their audience:
- Know your customers
- Catalytic roles
- Commitment
At Epinion, we know your customers
We help media organisations to identify the cognitive drivers of their customers’ decision
process and media comsumption, and give recommendations on how to utilize these
insights into more profitable and loyal customer relationships.
Read our paper on how consumer insights can help media organisations stay relevant to
their audience.
Happy reading
Mette Stensbek Christensen
Director, Business Development
+45 25 56 39 49
msc@epinionglobal.com
0%
20%
40%
60%
80%
Executives who anticipate moderate or massive digital disruption in
the next 12 months, by industry
4. 1
1.DIGITAL TRENDS RESHAPING THE MEDIA
INDUSTRY
For media organisations to stay relevant
to their target group, it is important to
keep track with the digital trends that are
remodelling the media landscape.
The digitalisation of the media industry is
driven by a change in consumer behaviour
and consumer expectations. Todays
media consumers have access for bunches
of free information, entertainment and
news through digital channels every
second of the day. But they struggle to
find relevant content of high qualitaty.
- Consumers demand instant access
to relevant content, anytime,
anywhere.
Three important factors have in particular
an influence in the media industry, all
driven by a change in consumer
behaviour.
CONTENT
Content is the king and it is working its
way to the forefront of the strategy in
media organisations (both digital and
analogue), as it becomes a crucial element
to stay relevant to the target audience.
“Think, micro segmentations”
Only ten years ago one-size-fits-all was the
approach in the media industry, and now
focus is on creating unique, high-quality
and utterly authentic content that is
entertaining, useful and interesting for a
target audience.
The access to free information has newer
been bigger. But in many cases too,
consumers are overwhelmed and
confused by the variety and volume of
information, and they ask for help to sort
good from bad, and relevant from
irrelevant.
Targeting
Distribution
Channels
Content
5. 2
It is important to have insights on what
type of content your customers prefer and
to be able to predict changes in
preferences, if you want a loyal customer
base, and to keep a head of competitors.
For organisations to stay relevant it is
important to become skilled at engaging
your audience with relevant content, that
motivates them to keep on consuming
your content.
Good and relevant content makes
your audience come back.
At Epinion, we interact with audiences in
order to provide insights on what content
drives loyal customers and what will not.
We use anthropological approaches to get
a deeper insight into customers’ everyday
lives with and needs for media content.
We survey current and potential
customers to get an overview of different
segments’ attitudes and demand for
specific types of content.
And we test new ideas and concepts for
both digital and analogue content using
both qualitative and quantitative
techniques.
The most used types of analysis are:
Segmentation
Product test and development
Test of concepts
Competitive analysis
TARGETING
It is better to reach a large portion of a
small audience than a small portion of a
large audience.
Maximizing the reach of your media
offering by targeting content to smaller,
sub-segments within your audience,
enables you to focus on the verticals in
your services and to create good and
relevant content.
Also we see that the different channels
are used for specific needs for information
and in specific consumption situations.
At Epinion, we work with geo and
behavioural segmentations that enables
organisations to focus on creating content
that the individual see as relevant in
specific situations.
When the “new” content is up and
running, we help our media clients to
track and document the performance of
different type of content across channels.
The most used types of analysis are:
Segmentation
Performance tracking
6. 3
DISTRIBUTION CHANNEL
Demographical shifts are having an impact
on what consumers expect from media
and how they consume it.
The power digital platforms and especially
of mobile and social media is transforming
how media is consumed and perceived.
But does that mean that analogue and
print media is irrelevant? No!
It means though that it is very important
to understand how consumers use a mix
of digital and non-digital platform.
To understand what the consumers’ steps
towards a gradually larger share of digital
consumption looks like.
And to understand what type of content
need is redeemed through different type
of channels.
Social Media
We’ve known Facebook is the biggest
social media site (last published as 845
1 ComScore’s
million). But studies1 show that Facebook
dominates in three ways.
First, Facebook is the premier
player among all web properties in
terms of time spent—and that
means engagement.
Second, Facebook captures 14.6%
of Internet users’ time compared
to a combined 2% for all other
social networking sites.
Third, Facebook keeps the average
user onsite for 7 hours each
month.
The rise of Twitter and LinkedIn as the
second and third most visited social
networking sites is important to keep in
mind as specially LinkedIn is a relevant
media for business and commercial
content.
When deciding on your social media mix it
is important to know how your audience
consume information in these specific
channels.
Video
It’s important that video is a part of your
content distribution strategy.
7. 4
Consumers are watching increasing
numbers of videos online.
Many companies are using video channels
well, but many small- and medium-sized
businesses have yet to embrace this
powerful platform.
The way people watch videos is changing
with the advent of mobile phones,
notebooks and gaming systems, and it is a
platform from where organisations can
attract marketing spend.
Mobile
More than 8%2 of all internet traffic
comes from mobile devices, and most
organisations will have a 50/50 split
between mobil and Desktop traffic.
A comparison3 on how men and women
access social networking sites, shows that
mobile phones take second place with
women being 10% more likely to access
social sites on their phones. So if your
target audience is women, mobile social
media is where you want your content to
be present.
2 comScore
How?
At Epinion, we have the tools to identify
which platforms your customers are
engaged with and we are able to track, in
advance, if there is a shift in distribution
channels.
We help our media clients to get
consumer insights across many channels
and devices, allowing them to deliver
relevant and meaningful experiences to
their audience.
The most used types of analysis are:
Segmentation
Performance tracking
Product test and development
Competitive analysis
3 Nielsen
9. 1
2. SOLUTIONS
Our Media Insights Solutions are customised to the individual client. Our research can for
example be a single customer segmentation or a 360-degree research including new
product development and test of concepts.
Advanced analytics
Our research is based on both Quantitative, Qualitative and Mixed methods, and we use
advanced analytics tools to deconstruct data silos and break down data complexity to
deliver insights.
Besides providing value-adding insights, our Integrated Insights Solutions enable our clients
to digitalise and automate decision-making and operations.
How to stay relevant
Our experience is that the media industry can benefit from insights based on five different
analysis and research designs.
Solution
Product test
and
development
Segmentation
Performance
tracking
Test of
Concept
Competitor
analysis
10. 2
Product test and development
We work closely with our media clients to
provide actionable insights and integrated
insights solutions that lead to better and
more customer centric product
development.
We typically use both qualitative and
quantitative methods to design and test
the product ideas. We develop test
material together with our clients to get a
valid evaluation of the ideas.
Segmentation
We help our media clients to get a better
understanding of their customers’ needs
and buying habits through segmentation.
Our segmentation is typically based on
attitudes and behaviour and customized
specifically to media consumption. We
build internal consumption and behaviour
data upon the segments.
Performance tracking
We help our media clients to track and
document the effect of using their
platforms. Both print, digital, social and
TV. How does exposure in your media
cause behaviour towards the clients’
products?
Test of concepts
Our qualitative senior researcher work
closely together with media clients to
evaluate and predict the potential for new
concepts. We get insights on how the
target group receive and understand the
storyline, idea and execution. The projects
are always handled by senior staff with
many years of experience within media
consumption and test.
Competitive analysis
Many organisations discover competitors
that will disrupt the whole industry far too
late to act. We recommend continuously
competitive analysis in order to stay
ahead of competitors and to gain insights
that enables organisations to act upon
disruption in time.
Competitor analysis has two primary
activities. One, obtaining information
about important competitors, and two,
using that information to predict
competitor behaviour to gain competitive
advantages.
At Epinion, we work close with our clients
to obtain important to monitor changes in
the market through the eyes of the
customers. We use anthropological
methods and desk top research to gain
insights on what’s to come.
11. 1
3. WE PROVIDE THE ANSWERS YOU NEED, WHEN
YOU NEED THEM
We combine more than 17 years of media research experience in industry-leading
companies with an in-depth understanding of theory and practice. We combine both
quantitative and qualitative methods with market leading data intelligence in order to
provide actionable results.
At Epinion, the people you meet initially are the people, who will actually run your
projects.
We’d love to hear about your next project, so get in touch with Epinion and determine how
you can benefit from our media research experience.
Our team of dedicated consultants are waiting to help you in your market research, allowing
your business to truly take flight.
Looking forward to hear from you.
Mette Stensbek Christensen
Director, Business Development
+45 25 56 39 49
msc@epinionglobal.com
12. 1
4. EPINION, AT A GLANCE
Who we are
Epinion is a leading research and insights
management solutions company with Nordic
roots. Founded in 1999, we are a dedicated
team of insights consultants, data scientists,
software specialists and researchers.
Our international headcount numbers over
300 FTEs, all of whom work to service our
clients across Europe and Asia.
We command the latest technology and
methodologies when it comes to
sophisticated qualitative and quantitative or
even mixed methods research combined with
multiple data sourcing, integrating big and
small data sets, both internal and external to
the organization.
Our team masters advanced and predictive
analytics, as well as the latest technologies for
insights visualization and reporting.
What we do
We conduct research and advanced analytics,
deconstruct data silos and break down data
complexity to help organizations across the
commercial, public services and political
sectors stay relevant to their stakeholders.
Our work produces reviews, reports and
strategic recommendations, as well as
technology-enabled research and insights
management solutions, some even with
predictive capability.
Besides providing value-adding insights, our
solutions enable our clients to digitalise and
automate decision-making and operations.
EXPERIENCE
since 1999
---------------------------------------------------
FTE’s
300+
---------------------------------------------------
EDUCATION
MA/MBA/PH.D.
---------------------------------------------------
COUNTRIES
Global reach
---------------------------------------------------
GROWTH
17 % annual
