Introduction to Brand Driver

1. INCISIVE. RESPONSIVE. TRUSTED
Global Research and Strategy
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2. Brand Driver: media and entertainment experts
We help clients understand local audiences within the context of a global marketplace
• Brand Driver has worked with global media owners for
over 10 years, and is fortunate to have interacted with
consumers in almost every corner of the world
• Today’s audiences have very high expectations of media
brands and are sophisticated consumers of
content, media, information and communication
• For media brands the challenge is to understand
audiences at a local level whilst respecting global
strategy
• Our job is to shine a light on audiences around the world
in terms of their entertainment
needs, behaviour, expectations and content preferences
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3. In touch
Over the past decade we have seen the rise of a more ‘in touch’ consumer
who expects to be able to access what they want, when they want it
4G 2012
Mobile commerce
Wireless media sharing
iPad Spotify
HD TV, 3D TV
Cloud computing, Apps
Xbox Kinect
Amazon Kindle, e-readers
Twitter Netflix Hulu
PlayStation Network
Amazon
Google
Broadband/ Wireless
2001 iTunes Online shopping MySpace
Skype
Facebook
Nintendo Wii
iPod
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4. How we get involved
Brand Driver works with clients on a wide range of strategic and tactical issues across markets
Role and Content Brand
Consumer Programming
impact of delivery across development
trends and scheduling
technology platforms and positioning
Marketing Platform
Role of channels Digital delivery negotiations
communications
New market Youth, kids and Consumer
Brand tracking International
entry families products
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5. What we do
Brand Driver uses the full range of research methods to measure, explore
and illustrate issues around the world
• We listen and observe as much as we ask questions – and usually we do a bit
of all three
• Face to face, online, on device - in homes and offices, in stores, cinemas or
theatres – wherever your audiences, customer or clients are
• We immerse ourselves in the issues bringing our cumulative experience to
every study we carry out
• And we ensure our findings make a difference - instigating action within
your company, providing confidence in decisions
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6. Workshops Segmentation
Brand Tracking Advanced Analytics
Family Immersion Peer-to-peer
Pilot Testing In-depth Interviews
Consultancy Implicit Response
Surveys: online, mobile, f-to-f Modeling
Ethnography House Tours
Digital Safari Day-in–the-life Videos
Off the Record Social Media Monitoring
Conjoint Analysis Platform Negotiations
Advertising & Sponsorship Sales & Distribution Support
Evaluation
Live Events
Online community
Power Panel
Market Reports
Path to Launch
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7. Brand Driver‟s senior team
Tim Julian Karen Wise Simon Oldfield
• Co-founder & Chief Executive • Managing Director • Co-founder & Director
• International Media and • Global media & • Strategy, business affairs and
entertainment research entertainment research innovation
expert ; working with Disney specialist with over 20 years
for over 20 years experience
Dr. Suzanne King Martyn U’ren Katie Payne
• Director • Director • Research Manager and
• Leading social researcher with • Media planning background Moderator
experience across key social bringing client-side expertise • Experienced moderator with
policy areas including climate multi-sector, multi-market
change, education and youth experience having worked in
the UK and US
Richard Hicklin Alan Worley Alex Chamberlen
• Associate Director • Associate Director • Client Services Director
• Highly experienced managing • Highly experienced researcher • Twenty years of media experience
quantitative and qualitative with expertise in advanced across TV, print, radio & digital
projects for leading global statistical analysis across working with expertise in the Middle
media brands; applying multiple sectors and markets East and the Indian digital media
advanced analytical market
techniques
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8. Some of our clients
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9. “Brand Driver’s insight into audience
behaviour is in my mind unparalleled…
Their ability to provide tailor-made
solutions to multi-lingual, multi-cultural
challenges is exemplary.”
Mike McKibbin, ESPN
“Whatever problem we have thrown at
them, I have always found Brand Driver to
be prepared to go the extra mile – in
developing a tailored research solution, in
turning around a project within tight
deadlines, in being flexible to our latest
business needs. Insightful research that
resonates with senior management”
Charlie Cain, The Walt Disney Company
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10. Why Brand Driver?
• Industry experts
• Trusted, reliable and incisive
• Flexible and tailored approach
• Commercially focused and collaborative
• Delivering value beyond the brief
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11. Case studies
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12. Case Study
“Millennials” – Europe and APAC
Objective
• To inform potential channel launches in Europe and
APAC
Method
• Multi-stage study of young adults born between 1980
and 1995
• Quantitative – online interviews in key markets provided
robust measurement of attitudes and behaviour
• Qualitative – pre-task scrapbooks; post-task “day in the
life” videos; deep dive; projective techniques; diary
rooms; peer to peer interviews
Outputs
• We uncovered aspirations and motivations to inform
positioning and content preferences and media usage
and attitudes to technology and platforms
• The results produced a fascinating and multi-layered
series of insights into these “Millennials” in key markets for
the broadcaster
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13. Sponsorship evaluation Case Study
Objective
• An international TV channel asked us to evaluate
sponsorship of their Europe Music Awards
Method
• An online survey amongst viewers of the channel across five
key markets, those registered on the client‟s website and a
control group of non-viewers was conducted
• We used “BIRT” (Brand Implicit Response Tool) to measure
speed of response, which is a proxy for how much rational
thought has gone into the response and created a
quadrant to illustrate this – Conscious agreement/sub-
conscious rejection; Sub-conscious and conscious
agreement; Conscious rejection but sub-conscious
agreement; Conscious/sub-conscious rejection
• We also explored the value of the association from a media
agency standpoint, from viewers‟ perspectives and effects
on purchase intent amongst the audience
Outputs
• An understanding of how sponsorship had impacted
on brand image and intention to purchase
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14. Case Study
Social media participation
Objective
• To better understand how to communicate with
audiences, target relevant content effectively
and appeal to advertisers a major global
broadcaster asked us to examine technology
uptake and usage in five major emerging
markets – South Africa; Ukraine; Poland;
Romania; Russia
Method
• Online surveys covering internet and
technology usage; multi-screen viewing; social
networking and specific interaction with the
client‟s own web properties
Outputs
• This study provided invaluable market
insights, channel positioning and viewers‟
relationships in developing markets
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15. Case Study Understanding a show’s surprise success
Objective
• Big Fat Gypsy Wedding was one of the most
successful shows of all time for Channel in the UK 4 but they
wanted to understand viewers‟ perceptions of the
show and to assess whether it had delivered on their
remit to inform society about selected groups
Method
• An online survey of viewers of the series looked at
perceptions of Channel 4‟s coverage of the
“Travellers”
• Alongside this research we monitored social media
activity during the last episode to give a wider
context
• Sites monitored included Facebook; Twitter;
Digital Spy
Outputs
• Overall the results were positive and will be presented
in Channel 4‟s annual report
• The qualitative report containing “verbatims” from
the social media monitoring bring the survey results to life
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16. Online app testing Case Study
Objective
• To support the development of Digital Outlook‟s Time
for a Story (an application of Windows Live Messenger
that allows a story to be read to a child remotely) we
were commissioned to uncover the drivers and
motivators of appeal and any perceived barriers to
product usage and to measure the degree of interest in
the idea and how to maximise its appeal and
communicate most effectively
Method
• We spoke to groups of parents with kids under-5 and
assessed their story reading and related habits via pre-
group diaries
• The next stage was an extended-use diary with web
cam footage around trials of the product
• Robust usage data was derived from quantitative
surveys revealing overall appeal of the app., market
potential, willingness-to-pay, and routes to market –
word of mouth/search marketing, etc
Outputs
• Findings informed product development, market
potential, communications strategy and showed the
benefits of the product to parents and kids
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17. Case Study Brand Driver Mobile
Objectives
• The BBC commissioned Brand Driver to track usage and
perceptions of its mobile website to ensure that it continually
meets the needs of visitors and works in tandem with other
BBC touch-points to enhance overall perceptions of the BBC
Method
• A mixed methods data collection approach was
used, incorporating both online and offline interviewing
methods to provide a complete representation of the
market. The sample comprised mobile internet
users, including light internet users and those whose internet
use is predominantly by mobile phone. For each wave we
interviewed a representative sample of mobile internet
users, setting quotas on gender and age
Outputs
• Measures of the frequency and duration mobile internet
use, visits to the BBC mobile internet site and sub-sites (BBC
Sport, etc.) and that of key competitors
• An understanding of opinion of mobile internet sites (what is
liked and disliked) and for each site, an assessment of the
performance of the site on a number of pre-defined
performance indicators including: appearance, ease of
navigation and content evaluation
• We also work with a major international sports broadcaster
to track its mobile app and its progress in relation to the TV
brand and the market as a whole
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18. Case Study Newspaper content co-creation
Objectives
• To support a free newspaper targeted at an urban audience in
the re-design of the „Arts and Ents‟ section; we also looked at
the overall product design
Method
• We ran a series of workshops with three groups reflecting
demographic and geographic considerations
• Participants gave a clear picture of their relationship with the
product and satisfaction levels, as well as motivations for
reading. These were mapped with competing sources of
news/entertainment
• Participants were asked to gather best examples of material in
Arts and Entertainment and to give feedback and thoughts
before splitting into teams to look at re-design options
• They also looked at re-designs around content sections for:
travel; food; technology
• A moderator and a member of the editorial team was present
in each group helping to shape realistic and useful ideas, but
direct consumer dialogue was also useful
Outcomes
• A new look „Arts and Ent‟ section and a refreshed look to the
newspaper overall
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19. GLOBAL RESEARCH
& STRATEGY
9 Henrietta Street
London WC2E 8PW
United Kingdom
T +44 (0)20 7379 3500
F +44 (0)20 7379 3507
www.branddriver.co.uk
Twitter:@BrandDriverTeam
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