Sample of one Denise Turner insight director Newsworks #shiftnorth

insight director, Newsworks Denise Turner insight director, Newsworks Good morning everyone. I hope that you’re enjoying Shift North so far. I’m going to take a different tack on what we’ve ben discussing this morning. We’ve been talking about moving from data to insight, from getting a proper handle on effectiveness. Often one of the biggest barriers to that is us! I’ve been at Newsworks for the last year and a half but before that I spent almost a quarter of century in media agency land The types of comments that became increasingly common was ‘people don’t do that, none of my group of friends do’. Now I agree that sometimes its good to rely on your gut instinct, but I feel we are increasingly in danger of relying on a sample of one – ourselves! Or even worse, actually, on a sample of people just like us.

I don’t know if you’ve ever seen the film Being John Malkovich – it’s very strange indeed! The point here is that what we should avoid at all costs is planning for people just like us! So we decided that the best way to demonstrate this was by recruiting some of those planners and getting them to complete the IPA TouchPoints diary for a week. So thanks to the IPA and to Reality Mine for helping us to make that happen.

We recruited 30 willing volunteers from media agencies We recruited 30 people – here are just a few of their photos. It was important they weren’t publishing people, but rather planners who have to make inter-media decisions. And the eagle-eyed among you will spot some more experienced – though of course still young – people. We also recruited a few media agency leaders – among them Luke Bozeat from Mediacom, Natasha Murray from Havas Media, Tom George from MEC and CJ Court from All Response Media. These are people at the top of agencies making important decisions about media investments at the top of agencies, we wanted to challenge them about not relying on themselves.

So for a week in July, they completed the IPA TouchPoints diary, filling in their movements for every half hour, where they were, who they were with, what they were doing….. I’m really conscious we’re talking here about 30 people, it’s important to say that this is an experiment, not a research study, and it’s about the challenge to us all not just to rely on our own experience. Today I’m going to share just a few highlights of what we found...

Time for some audience participation! Rather than just tell you what we’ve found, I’m going to ask you what you think!

How many hours a day do young people 23-27 spend watching TV/video content? 2 hrs 36 mins 3 hrs 48 mins So first question: How many hours a day do young people spend watching TV/video content? Is it 2 hrs and 36 mins or 3 hrs and 48 mins? Let me know what you think by holding up a red card for 2 hrs and 36 mins or a black card for 3 hrs and 48 mins

4.5 2.6 3.8 And the answer is 3 hrs 48 mins. Our young planners watch TV content, but for over an hour less TV/video Average daily hours on the days they watch (all platforms) Adults Young media planners Adults (23-27) not in London And the answer is 3 hrs and 38 minutes. Our young media planners are spending a lot less time on TV/video 4.5 2.6 3.8 Source: Newsworks/IPA July 2016. IPA TouchPoints 2016

What % of viewing does Netflix account for amongst young people 23-27? 30% 10% So our second question: What % of viewing does Netflix account for amongst young people 23-27? Is it 30% or 10%? Let me know what you think by holding up a red card for 30% or a black card for 10%

And the answer is 10% Netflix accounts for three times as much of our young planners viewing. 30% 10% And the answer is 10% Our young media planners are spending a lot more time on on demand or catch up content Young media planners Adults (23-27) not in London Netflix % of TV/video viewing Source: Newsworks/IPA July 2016. IPA TouchPoints 2016

How many hours a day do young people 23-27 spend emailing? 2 hrs 42 mins 5 hrs 18 mins So our third question: How many hours a day do young people spend emailing? Is it 2 hrs 42 mins or 5 hrs 18 mins? Let me know what you think by holding up a red card for 2 hrs 42 mins or 5 hrs 18 mins

And the answer is 2hrs 42 mins Our young planners spend almost twice as much time emailing! Young media planners Adults (23-27) not in London Messaging service/app e.g. Whatsapp, Snapchat Emailing (reading or writing) 5.3 2.7 2.4 2.5 And the answer is 2 hrs and 7 mins Our young media planners are spending double the time emailing than their counterparts around the country Social networking site/app e.g. Facebook, Twitter, Instagram Talking on mobile phone 0.4 1.3 2.6 2.7

How many minutes a day do young people 23-27 spend reading newspapers on the days they read? So our fourth question: How many hours a day do young people spend reading newspapers? Is it 45 minutes or 33 minutes? Let me know what you think by holding up a red card for 45 mins or 33 mins

33 45 49 52 And the answer is 45 minutes Our young planners spend 12 minutes less time For digital the time spent is similar Newsbrands print Newsbrands online Time spend with newsbrands on the days the read them (minutes) Time spend with newsbrands on the days the read them (minutes) And the answer is 45 minutes Our young planners spend a lot less time reading print newsbrands on the days they read - 33 minutes vs 45 for their counterparts around the country. They are more similar though when it comes to digital newsbrands - 49 vs 52 minutes Young media planners in London Adults (23-27) not in London Young media planners in London Adults (23-27) not in London 33 45 49 52 Source: Newsworks/IPA July 2016. IPA TouchPoints 2016

Which of these newspaper titles takes the greatest share of young people’s time? So our fifth question: Which of these newspaper titles takes the greatest share of young peoples’ time Is it the Metro or the Sun? Let me know what you think by holding up a red card for the Metro or a black card for the Sun The answer is the Sun

The answer is the Sun, accounting for 32% of time. Whereas, just four print newsbrands account for the time our young planners spend reading newspapers And the answer is 45 minutes When it comes to print newsbrands our young planners have a much smaller repertoire than their counterparts around the country. Looking at total time spent with print newsbrands, only 4 feature, in stark contrast to the rest of the country. And no Sunday papers appear at all. And just two more appear when it comes to digital - and two very different brands – MailOnline and the FT. Source: Newsworks/IPA July 2016

And just two more make the digital newsbrand list for our young planners

Have you used ? Yes No Finally a little bit of fun

Our agency types like convenience Our agency types do like a bit of convenience. Around half used Uber an average of four times in seven days Half used Uber an average of four times in seven days

Have you played ? Yes No

We do like a craze! And finally we do like a craze! Half our participants played the game, logging in 50 times each on average in seven days. One of the skills of media planning is to be able to put yourself in other people’s shoes, to be able to devise and implement a strategy targeting people who are not like you, because you’ve used data to generate insights about them, what they do, how they consume media. This project demonstrates the importance of research like IPA TouchPoints, which gives us insights into the lives of a wide variety of target audiences. Half the agency participants played the game, logging in 50 times each on average in seven days

Thank you One of the skills of media planning is to be able to put yourself in other people’s shoes, to be able to devise and implement a strategy targeting people who are not like you, because you’ve used data to generate insights about them, what they do, how they consume media. This project demonstrates the importance of research like IPA TouchPoints, which gives us insights into the lives of a wide variety of target audiences.