‘Snapshots’ are an opportunity to access the latest academic research relating to a particular area of enquiry, delivered in the form of a written report.
Why make use of it?
- Drawing from a global perspective and numerous secondary data sources
- Providing models of behaviour that help contextualise other data sources
- Answering questions that consumers don’t know the answer to
- Delivered by academics for enhanced credibility
How does it happen?
- We work with the client to identify a specific research question: what is it that you’re looking to know more about?
- An initial review identifies the research themes that emerge from academic research
- Working with the client we identify those deemed most pertinent which are then explored more deeply
- A final report is delivered that pulls the learning together with a clear focus on the initial research question/s
There are three ‘levels of entry’
- A report that delivers the learning available that relates to the specific research questions
- As above but here the learning is contextualised and thought given to the specific implications the learning has for the area of enquiry
- As above but here the learning is taken further and new models of thinking are created by senior academics
Case study: Channel 4
Demographic: targeting via Channel 4’s On Demand platform
The brief: Channel 4 wanted to better understand the efficiency and effectiveness of demographic targeting for advertising on their ‘on demand’ service platform.
Our approach: a review of academic literature and industry-related sources in relation to segmentation and targeting in the context of online targeting, including effectiveness of targeting and consumer or user attitudes towards it.
The outputs: a 5,000-word report with recommendations based on contemporary changes to media consumption, which challenge accepted practices and attitudes.