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Marketing Research Can Be Intense

The title says it all, marketing research can be intense.  The following article reviews some of the things that Disney marketing analysts are doing in order to find out what programming, both television and online, is currently grabbing the attention of it’s viewers.

While their methods might not be what works for businesses on a smaller scale the driving question behind it stays relevant; what is it our customers respond and react to, in forms of advertising, in today’s market?

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Lab Watches Web Surfers to See Which Ads Work

Like other television companies, Disney Media Networks — which includes ABC, ESPN, ABC Family and Disney XD — has long conducted intense consumer research about its programming. But now, as the Web and DVRs uproot the way people consume television, and thus rip apart the industry’s business model, the unit is adding advertiser research as a fresh focus of intense inquiry.

Disney will unveil some of the lab’s early findings, including some surprises about new forms of online ads, on Tuesday in a presentation to about 200 advertisers in New York.

It is relatively easy for Internet companies and their advertisers to measure precisely how often Web site visitors click on advertisements, and which kinds of ads draw the most clicks. But what about those who do not click, the many millions of others whose eyes merely flit across the screen? Disney and other companies say they believe that not nearly enough is known about them — what kinds of ads in which configurations are likeliest to draw them, and hold them?

Read the entire article @ NYTimes.com

Tags: advertising, business, marketing, news, study, web marketing