Market Research Evolves to Include Digital Interaction with Consumers/Ads May Be Consumer-Generated

Powerful new software that creates research models, combined with widespread consumer access to the internet, is creating very effective new methods of consumer research that are vastly different from old-fashioned focus groups and other traditional methods. At the same time, advertising agencies are taking advantage of today’s digital consumer to build campaigns based on consumer-generated content and consumer participation.

TV ads targeted to specific viewers have been on the horizon for years, as broadcasters look for ways to display dog food ads to canine lovers while golf equipment ads appear for golf enthusiasts. DirecTV offers advertisers a way to use data regarding income, gender, age and recent purchases (the satellite company purchases this data from third parties such as Experian) to match advertisers’ needs. Software in the DirecTV set top boxes selects from a group of ads to display those that match each viewer’s profile.

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Market Research Evolves to Include Digital Interaction with Consumers/Ads May Be Consumer-Generated, Business and Industry Trends Analysis

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