Applications of Real Time Audience Response market research on Early Stage Content Development

I have been involved in marketing research and market, since I was a boy. My father, Willis Duff, came from the media world, cut his teeth with a morning disc jockey when he was 13 and worked his way to the top of one of the largest media companies of the time, was 30 when Metromedia years.

He was tired of working for others and decided to call its own market research company Entertainment Start Response Analysis (ERA), one of the fewCompanies with a modified version of a lie, the GSR analysis, attitudinal and real-time response (RTR), the area and two together in a stand-alone. This was done in the early 1970s, and coincidentally, the company that I work for now I have the same kind of research in Burbank, California and, indeed, much pioneering work of early research in this method. Unlike ASI Entertainment, SER was initially focused on talented radio and television news programs and on-air search and recruitment.

Many summerwhile I was in middle and high school, I worked with data from drilling ERA in cooperation with the mini-computer to learn assembler and the design of the basic programming and then rubbing elbows with the Basic and market researchers and pioneering " early adopters of technology employees dad.

After college I went to work in Silicon Valley and various skills such as application of technical sales representatives, sales managers, marketing directors, product development and appliedResearch Director and then as Vice President of Sales and Marketing for its wholly owned subsidiary (then), the Acer group called Dyna Micro. My father helped me to understand how market research, my work as vice president of marketing for the collection and how the information gathered and that the ads were generating sales at the resort, and I had my programming skills and basic database development and use of the first implementations of CRM. I have committed and invested in a company focused on cuttingEdge data acquisition system controlled by software, and supervisory and control systems for HVAC, security, power and other industrial plants in this period with a company called Electric SourceNet and wisdom together.

All these different experiences and relationships in the end I brought ASI Entertainment and now I have worked here for 15 years and with the data acquisition hardware and software, and methods of marketing research.

What I want to talk about in this articlethe role of market research in real time as a constructive tool for the development cycle of content. A paradigm that has held back the market research is of the opinion that it is primarily a diagnostic tool. While it is a diagnostic tool, I think its greatest potential benefits as a feedback mechanism during the development of creative content. This is particularly true for the type of research ASI typically includes real-time response (RTR), research and development publicMethodologies.

ASI has the ability to in-depth public feedback content that lead to the nuances of public reaction to the contents, such as relationships between the characters, dialogue, plot, levels of action, comedy, drama, rhythm and see all the things that producers of creative content deal with it. While most content developers are highly competent professional and highly talented in these areas, allows methods such as the ASI conducted initial concept of critical examinationElements of a pilot or episode writers, directors and actors of inputs that will help optimize the important nuances of their creative process for preparing the research content will be optimized before going through the traditional routine diagnosis by the different diagnostic systems and tests for Ratings metrics you later.

My question for the creative teams for major content producers is "why not in real time, see every step of theDevelopment of content? "While there is clearly time constraints and budget of the value with the content already optimized before the normal phase of the diagnostic test of market research have, I think probably offer potentially much higher success rates for content developers and may also be a lot of expensive fixes to save the content strategy at a later date. I think this applies even more to advertising agencies. offers real-time content analysis of advertisingAgencies and advertisers a platform to be actually spent concepts and elements of specific content and flow of the target group in front of a lot of money optimized to produce the finished site and spent more to place the content. ASI and a given test can be initiated and completed in a few days notice and usable data available on the day of the examination is performed. How much money is spent on advertising campaigns, it seems logical to me that research and creative team have been able toI work in a constructive and purposeful. I think I'm just an optimist, but I wonder spent most of my adult life on it.

While a growing number of creative content that this approach remains a mystery to me why this application of real-time market research designed not much wider. I think part of the problem is that there is a tension and unease among long-term market research and contentRole of development in most corporate cultures. This is very understandable to me, but I think that losing business development and creative, because of this unfortunate paradigm.

I am a composer of music Rock and roll and my band "Pure Light" is very sensitive to our work, judged, and until recently it would be rather reluctant to have it tested through market research. For me, this is changing.

Now I just need to send rough cuts on the website under my ReverbNationBand, pure light, and when he meets and positive comments, I can do everything right and if not I go back to the drawing board to rewrite the trimming and release it again. Sometimes I have a really good constructive criticism from my "fans" and other "artists" who subscribe to "Pure Light". His research on the cheap, but I learned the answer to the value of this type of semi-real time.

I am an amateur musician, but an accomplished guitarist and for the my totally amateur, rough cuts to public Internet regularly and almost exclusively for my purposes of market research. At some point I would like to express my music in the RTR tests and focus groups with my audience. At this point I do not think I've developed my song writing and singing skills enough to warrant it. However, if never a full-time songwriter, producer and band member, I want to lead RTR my songs. Of course, do> Concerts provides its own form of real-time response is not true. I can learn a bit ', but to do a tour at this time might be for my daughter to college I am starting a group called "old."

Related : Cookies in Love phoenixuniversitystudent