1 Longitudinal Ethnography Study IIR Media & Entertainment Conference Case Study Competition February 5, 2015 Research conducted by

2 ABOUT THE CRE The Council for Research Excellence is a body of senior research professionals, formed in 2005 to identify important questions about audience measurement methodology and to find, through quality research, the answers to those questions. The Council provides the Nielsen client community a means to undertake research projects no one company could undertake on its own.

3 CRE MEMBER COMPANIES

OBJECTIVES & RESEARCH QUESTIONS

5 KEY RESEARCH QUESTIONS What new viewing patterns are arising? ? ?

6 KEY RESEARCH QUESTIONS What new viewing patterns are arising? ? How does video viewing differ by device in the home, and outside of the home as well? ?

7 KEY RESEARCH QUESTIONS What new viewing patterns are arising? ? What motivates the selection and purchase of new viewing technologies and services? ?

8 RESEARCH OBJECTIVES What new viewing patterns are arising? ? Understand the changing media landscape resulting from internet technology and video platform proliferation ?

9 RESEARCH OBJECTIVES What new viewing patterns are arising? ? Inform the development of strategies for audience measurement ?

APPROACH In-Person & Digital Ethnography

11 BLENDED ETHNOGRAPHY METHOD INTRO SURVEY PHOTO TOUR OUR VISIT SHORT ANSWER QUESTIONS VIDEO JOURNAL SURVEY FINAL SURVEY SURVEY VIDEO JOURNAL SHORT ANSWER QUESTIONS WEEK 1WEEK 2WEEK 3WEEK 5WEEK 7WEEK 9 WEEK 11 WEEK 15  100 HHs tracked over 2 years; another 100 HHs for snapshots/short term Field Nov 2013 – Oct 2015

12 PARTICIPANT TOOLKIT (PTK) Diary (Text) Viewing Stories Narrative Diary Notes on device interactions Participant wish list Viewing Stories Narrative Diary Notes on device interactions Participant wish list Rich, Mixed Media Tasks Communication Visual Narrative, Video Diaries Environmental Portraiture Automatic Uploads Visual Narrative, Video Diaries Environmental Portraiture Automatic Uploads Maintain Study Inertia Allows participants to work on their own time Maintain Study Inertia Allows participants to work on their own time Increase Communication Provide Support Maintain Bond with Participant Increase Communication Provide Support Maintain Bond with Participant 12

SOME HIGHLIGHTS

14 HOUSEHOLD ECOSYSTEMS – EXAMPLE 14

15 HOUSEHOLD ECOSYSTEMS – Finding Consumers are still developing mental models of device and service pairings Exploration is expected, and even welcomed Consumers are still developing mental models of device and service pairings Exploration is expected, and even welcomed

16 CHOOSING A VIEWING STRATEGY Content Screen Availability Time Multiple, Portable Screens Group Dynamics STRATEGY 16

17 STRATEGY EXAMPLE: TOGETHER, VIEWING SEPARATELY A and S co-play Minecraft on a Tablet M, the mother, watches Cash Cab on OTA TV Main TV J watches a show on Netflix on his Laptop – typically he would be in his own room, but wants to be with the family.

18 “HYPER VIEWING” I can , IM, and tweet… talk to people. It’s fun to socialize with people and interact with them while I’m watching.” Young Mom in her early thirties Special viewing events and favorite shows promote hyper viewing behaviors.  Simultaneous, multi-screen usage and mobile viewing are more pronounced.  Continuous conversation via social media, IM, in-person, and remote chats.  Events and shows prompt people to explore and use applications, websites, and new platforms. −For many, new platforms provide an enhanced viewing experience. On my lunch break I’ll sit out and watch some of the games on my phone and I’ll have my bracket with me. ” Couple – the young man in his mid thirties The NCAA app allows me to see the game, and at the bottom you see the stats. The app allowed me to watch live!” Young single man “ “ “

19 OUT-OF-HOME VIEWING  Many variables shape device and service choice in OOH viewing −Time, Motivation, Convenience  Desire for certain content can drive different OOH viewing −Seeking a Community of Viewers −Viewing OOH out of Necessity  The mode of connectivity available shapes the OOH viewing experience.

HOW IS GROUP VIEWING NEGOTIATED?  Households engage in multiple styles of negotiation, and can transition from one style to another in same session.  Popular modes of negotiation include −Compromise −Mutual agreement −Priority −First-come, first-served  In some cases, households avoid negotiation by defaulting to personal devices

OVERALL IMPLICATIONS

22 INSIGHT Consumers are moving from a single source, single device model to a multi- source, multi-device model. This indicates the development of new measurement systems and metrics should be increasingly audience-centric rather than device-centric 1

23 INSIGHT The TV set is still considered the primary screen in the home. While there has been a lot of recent concern and effort to measure mobile devices (and rightfully so), development of measurement of digital content on TV sets needs to keep pace with mobile. 2

24 INSIGHT 3 The “PTK” is a valuable tool for enhancing research and respondent engagement in the research. A dedicated way to communicate with panel homes created a rich library that informs the analysis. And the on-going relationship builds engagement, trust, and the perception of “being heard.”

25 AN INDUSTRY COLLABORATION

26 The business impact of improving audience measurement is substantial, especially when the whole industry is considered:  The advertising market  Content creators  Media companies  CE companies  Digital media BUSINESS IMPACT AND IMPLICATIONS

WHAT’S NEXT?  Aligning Cross Platform Metrics  Further Probes Through October 2015  Submit Research Questions to

28 Thank you! 28