Papers available to download.
Aleksandra Gojkovic (Marketing & Audiences, BBC) and Neil Stevenson (Research Manager, Ipsos Connect) presented Creating VR content: The rules of engagement, how and why certain VR experiences resonate with audiences, the extent to which different VR content is impactful or not and some of the needs that VR content serves and how it integrates into media diets.
David Power (Senior Insight Director, RDSi) presentsd Unlocking Winning Ideas, in which he challenged how research continues to baffle and confuse consumers with over-thought and over-rationalised concept testing and showed how condensing vast numbers of concepts down to a series of winning ideas has helped RDSis clients to take bold steps in their advertising strategy
Caroline Wren (Managing Partner, MTM) and Lucy Antoniou (Research Manager, Channel 4) engaged us in the most physical demonstration of a quantitative methodology we've ever been involved in, cunningly illustrating the complex data matching and targeting techniques involved in 'Project Angelfish': innovative research that has helped C4 to research impossibly small audiences. They shared some findings from Angelfish research about programmatic advertising on the online TV on demand platform, All 4.