nielsen client survey 2013 -...

NIELSEN CLIENT SURVEY 2013

Evaluation of The Council For Research Excellence

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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.

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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

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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

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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)

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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)

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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)

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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)

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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

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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%


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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)

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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)

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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)

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1.9%

3.8%

9.5%

15.2%

46.7%

46.7%

88.6%


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)

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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

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HOW RESULTS ARE USED

60.0%

52.6%

28.8%

54.3%

42.0%

22.0%

Discussed Shared (Yes) Used

2013 2010


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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


Someone else in my companyhas this responsibility

Answering, aware of CRE, did not share results: 2013ver.B (39)

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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)

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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”

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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

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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

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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)

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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)

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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)

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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)

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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)

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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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