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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.
3
DEPLOYMENT
Fieldwork was conducted between November 18th – December 16th, 2013.An email 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 emails were delivered to the A-K group, and 1,902 went to the L-Z group.Versions were shifted after the 1st mailing.
1st mailing: 11/18/20132nd mailing: 11/25/20133rd mailing: 12/2/2013
4
SAMPLE
The distribution of total response, as well as key cohorts, is evenly distributed by version.
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.
Total Version A Version B
All 313 144 169
Aware of CRE 257 118 139
Council or committee member 26 13 13
THE ORGANIZATIONMISSION
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)
7
GROWTH IN AWARENESS
82.1%
17.9%
65.7%
34.3%
YES NO
Aware of the CRE before receiving survey invitation
2013 2010
Answering: 2013 (313); 2010 (458)
8
GROWTH IN IMPORTANCE
35.8%
41.2%
18.8%
2.6% 1.6%
19.1%
30.9%34.3%
8.8% 7.0%
Very Important Somewhat Important Neutral Not Very Important Not At All Important
Importance of an organization like the CRE in providing knowledge
2013 2010
Answering: 2013 (313); 2010 (458)
9
GROWTH IN PERCEIVED QUALITY AND VALUE
82.2% 80.8%
61.6% 61.6%
The quality of the work that is typicallyproduced by the CRE
The value of the CRE to our industry
Rated “Very Good or Excellent”
2013 2010
Answering, aware of CRE: 2013 (208); 2010 (245)
10
27.5%
28.4%
38.2%
42.2%
45.1%
48.0%
52.9%
54.9%
55.9%
58.8%
58.8%
64.7%
68.6%
71.6%
Inclusive
Diverse
Imaginative
Influential
Open/transparent communication
Collegial
Independent
Practical
Passionate
Collaborative
Results-driven
Thought leaders
Relevant
Committed
DESCRIBES THE CRE “ACCURATELY” OR “VERY ACCURATELY”
Answering, aware of CRE (version B): 102
11
SPECIFIC PERCEPTIONS OF THE CRE
“Agree” or “Agree Completely” with the following statements
2013 2010
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)
12
INTEREST IN CRE COMMUNICATIONS
“Very or somewhat interested”
2013 2010
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 e-mail 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)
13
CRE EVENT PARTICIPATION
During the past year, have…
2013 2010
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)
14
WHAT IS KEEPING YOU FROM PARTICIPATING IN THE CRE?
1.9%
11.4%
19.0%
22.9%
42.9%
46.7%
The work the CRE conducts is not relevant tome
Other (please specify)
I don’t think I have enough experience in audience research measurement to join a CRE
Committee
I don’t have the time
I don’t know enough about the CRE
I’m not sure how to join
Answering: 2013v.B; non-members (105)
15
1.9%
3.8%
9.5%
15.2%
46.7%
46.7%
88.6%
Other (please specify)
Updates via Twitter
Updates via LinkedIn
In-person at my company
Webinars
CRE Newsletter
Emails
PREFERRED MODE OF COMMUNICATION WITH THE CRE
Answering: 2013v.A (105)
16
HOW OFTEN WOULD YOU LIKE TO HEAR FROM THE CRE?
2.9%
24.8%
33.3%
39.0%
Do not wish to hear from the CRE/Other
When your bi-monthly newsletter is published
Regular progress reports from selectedCommittees on research they are conducting
Only when significant studies are released
Answering: 2013v.A (105)
THE WORK OF THE CREUSE
AWARENESS
RELEVANCE
IMPORTANCE
18
HOW RESULTS ARE USED
60.0%
52.6%
28.8%
54.3%
42.0%
22.0%
Discussed Shared (Yes) Used
2013 2010
Answering, aware of CRE: 2013 (215); 2010 (245)
19
WHY RESULTS ARE NOT SHARED
2.6%
5.1%
7.7%
15.4%
25.6%
28.2%
35.9%
I plan to share the results, I just haven’t had the time yet
The results from this study do not support my company’s
business objectives
The results aren’t relevant to my business
The results are not in a formatthat allows me to easily share
them
I’ve had a hard time getting access to the results
Other (please specify)
Someone else in my companyhas this responsibility
Answering, aware of CRE, did not share results: 2013ver.B (39)
20
AWARENESS OF PROJECTS
6.0%
12.3%
31.5%
35.3%
38.3%
42.6%
46.0%
56.6%
How Publisher Data Can Play a Role in the DigitalAdvertising Ecosystem
UX - User Experience: Literature review of the userexperience across video platforms
Current State of Marketing Mix Modeling
Trend Analysis of Relative Error of Diary Ratings
Diary Non-response Bias Study
The Evolution of the Set Top Box: Current and FutureTrends affecting Return Path Data Measurement
TV Untethered: How mobile affects overall TV viewing
Talking Social TV: How social media interactionimpacts television viewing
Answering, aware of CRE: 2013 (235)
21
47.9%
57.5%
64.4%
69.4%
69.9%
91.3%
92.7%
93.6%
How Publisher Data Can Play a Role in the DigitalAdvertising Ecosystem
Diary Non-response Bias Study
Trend Analysis of Relative Error of Diary Ratings
UX - User Experience: Literature review of the userexperience across video platforms
Current State of Marketing Mix Modeling
Talking Social TV: How social media interactionimpacts television viewing
The Evolution of the Set Top Box: Current and FutureTrends affecting Return Path Data Measurement
TV Untethered: How mobile affects overall TV viewing
RELEVANCE OF PROJECTS
Answering, aware of CRE: 2013 (219)
Rated “Very or Somewhat Relevant”
22
IMPORTANCE OF RESEARCH TOPICS
39.1%
58.6%
65.9%
67.3%
67.7%
72.7%
73.2%
74.1%
76.8%
84.1%
85.0%
90.0%
90.9%
Further study in survey non-response
Measuring the impact of pod length on commercialsacross video platforms
Video Consumer Mapping (observational research ofconsumer video usage & engagement)
Measurement of media consumption “out of home” and “at-work”
Media use by life stage
Impact of social media on consumers’ purchase decisions
The changing demographics of the U.S.
Further study in set top box work
Application of big data and new analytic techniques toaudience measurement
User experience across video platforms (TV, mobile,etc.)
Mobile and the impact of digital technology on mediause
Aligning impressions across platforms for totalcampaign measurement
Improving measurement of digital audience behavior
Answering: 2013 (220) Rated “Very Important/Important”
THE INDUSTRYEVENTS AND TRADE MEDIA
BUSINESS AND EMPLOYMENT
24
ATTENDANCE AT INDUSTRY EVENTS
Answering: 2013 (219)
2.3%
3.2%
5.0%
6.4%
6.8%
9.1%
16.9%
17.8%
23.3%
36.5%
ANA event
CAB Conference
4A’s event
Media Post event
CTAM event
Advertising Week
ARF Measurement 8.0
ARF ReThink 2013
Quarterly Regional Nielsen Meeting
Annual Nielsen Client Meeting
Top 10 Industry Events
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
2013 2010
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)
26
HOW OFTEN DO YOU READ OR VISIT…?
Read or visit WEEKLY
2013 2010
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)
27
JOB TITLE
12.0%
22.7%
27.8%
21.3%
11.6%
4.6%
20.7% 20.7%
31.4%
19.2%
4.4% 3.7%
SVP andabove
VP Director Manager Analyst Other
Which best describes your job title or level of responsibility?
2013 2010
Answering: 2013 (216); 2010 (271)
28
67.6%
29.2%
3.2%
48.0%
40.2%
11.8%
Fewer than 5 5-49 50 or more
How many employees do you supervise directly or indirectly?
2013 2010
NUMBER OF EMPLOYEES
Answering: 2013 (216); 2010 (271)
29
YEARS EMPLOYED
36.1% 36.1%
14.4%10.2%
3.2%
51.7%
36.5%
8.1% 3.3% 0.4%
20+ years 10-19 years 6-9 years 2-5 years <2 years
How long have you been employed in the industry?
2013 2010
Answering: 2013 (216); 2010 (271)
30
TYPE OF BUSINESS
0.9%
20.8%
3.2%9.7%
28.2% 26.9%
1.9% 5.6% 2.8%3.7%
19.9%
9.2%12.2%
45.8%
18.5%
7.7%4.4% 4.1%
Which of the following best describes the type of business you are in?
2013 2010
Answering: 2013 (216); 2010 (271)
31
PRIMARY WORK LOCATION
41.1%
12.1%2.8% 5.6% 2.3%
36.0%
27.3%
8.5% 4.8% 4.1% 1.8%
53.5%
NY LA CHI ATL D.C. Other
Where is your primary work location?
2013 2010
Answering: 2013 (216); 2010 (271)
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