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MRS Media Research Summit

MRS Media Research Summit

15 June 2017

Powering the evolution of new models of engagement

In a nutshell


This event has taken place.

Advances in technology, shifting cultural norms and an expanding media landscape have led to a revolution in how media content is created, consumed and shared. The MRS’s Media Research conference will examine the latest media consumer trends and look ahead to what this may mean for content producers in the near future. We’ll analyse consumers’ evolving media behaviour and the implications for brands and content producers. We’ll consider how best to measure audience engagement with digital content. We’ll compare a range of research tools and approaches that are helping brands and content producers fine tune their content delivery to engage, captivate and delight audiences.

· Hear case studies from News UK, Channel 4 and the BBC on how insight and market research are essential tools for staying relevant in a digital age

· Examine innovative insights from Mindshare and Walter Thompson on AI and other future technology trends that are shaping media consumption and consumers interaction with digital content

· Analyse Facebook and Twitter video trend data to unearth the reasons behind video’s exponential growth in feed environments and what this means for brands

· Hear new insights from ITV and BBC on generating content that will be remembered, shared and talked about

· Join in with the cross platform industry debate on whether personalisationis a short-term fad or a long-term engagement strategy

· Examine cutting edge methodologies for capturing emotions, tracking usage, understanding behaviour and measuring media engagement


Gold Sponsor:

Media Partner

Where is the event taking place?

Park Plaza – London Victoria

239 Vauxhall Bridge Road

    With thanks to:

    Gold Sponsor:


    Media Partner

    Survey Partner


    08.45 Registration & coffee

    09.20 Opening comments from the Chair

    Konrad Collao, Partner, Craft

    09.30 The top 5 technology & cultural trends to watch in 2017

    An exploration of the key technology and cultural trends for 2017 and how they will impact consumers, brands and media behaviour in the future:

    • Reality Check: A raft of virtual, mixed and augmented reality experiences are coming our way but will they be successful?

    • Hassle Free: The increasing use of technology to iron out the inconveniences of everyday life.

    • Connected Me: The growing number of ways in which we interact with the web using the human body

    • Digital Dieting: How consumers are rethinking and adjusting their use of technology

    • Tunnel Vision: The extent to which digital is increasingly personalising our experiences, from the news we consume to the things we buy. A good or a bad thing?

    Sophie Harding, Research & Insights Director, Mindshare

    09.55 Audiences Unbound: A vision of the future of media consumption

    What does it mean for content producers, brands and advertisers when audiences reject traditional media formats and consumption patterns?

    ‘Unbound’ audiences - those who reject scheduled and physical media - have grown from a niche group of early adopting millennials to the edges of the mainstream within just a few years. They are throwing off the shackles of established media channels, embracing boundless choice and flexibility, whilst consuming more media than other audience groups.

    This new research study explores TV & video, news and music consumption habits in an unbound World. Discover:

    • How this audience is shaping the future of media consumption

    • Why past media habits are being rejected and what has filled the gap

    • The media, brands and content that matter most

    • The highs and lows of being an unbound media consumer

    • How to adapt to remain relevant in an unbound world

    Chris Handford, Head of Insight, Trinity McQueen

    10.20 It’s not ‘we’ it’s ‘me’: Are we getting too personal with our audience?

    The communications industry is at a cross roads when it comes to recommending and targeting content to audiences. The first path is driven by technology and is often focused on the moment of choice, the moment of action and bringing the right choices to consumers based on their previous behaviour. The second path is driven by advances in understanding and acceptance of exactly how people make choices; a world of non-rational, subconscious, emotion driven behaviour.

    This session will discuss whether the drive to ever more personalised communications is of benefit to the audience, to brands and media owners. Is the current move towards micro targeted experiences too much?

    • Exploring the industries fascination with personal and targeted experiences

    • Determining when it’s right to target and when it’s right to go for a broader led communication

    • Is there a split between mass media and targeted media?

    • Questioning whether personalisation is creepy, creates ghettos of choice and doesn’t fit with curiosity and real human behaviour

    • Examining the implications of personalization for creativity and funding models of major publishers and broadcasters

    • Can machines curate my schedule?


    Neil Mortensen, Director of Audiences, ITV


    Nigel Walley, CEO, Antenna Group

    Nick North, Director of Audiences, BBC

    Sarah Milton, Head of Product Development, Channel 4

    Kathy Dykeman, EMEA Marketing Science Director, Facebook

    11.00 Refreshments and networking break

    11.20 Adapting to new media models: How great insight is the key to constant evolution

    A triple perspective session demonstrating how insight is crucial to the evolution of traditional media brands to new digital platforms and new forms of audience engagement.

    An eye on the future - Navigating the new digital landscape

    TV viewing has changed enormously in recent years. Where once the mass viewing of live TV was the norm, emergent technology has allowed us to shift time, watch on demand and dip in whenever and wherever we find ourselves. All of this has major implications for a brand like C4, and in 2016 they embarked on an exploratory piece of research to better understand the media world they existed in – and more importantly have foresight of where things might be going next and how C4 should respond.

    The research included a consultation with experts in viewing behaviour and new technology, before an in depth exploration of real viewing behaviours captured using wearable lifelogging technology.

    Hear what C4 discovered about viewing behaviour in the new digital environment and what successful initiatives C4 has already undertaken in social media, platform and content development in response to this latest research.

    Dr Bob Cook, Innovation & Inspiration Director, Firefish

    Amy Vincent, Research Manager - Content, Brand & Marketing, Channel 4

    The new Wild West: Translating traditional news brands onto new platforms

    The Sun newspaper wanted to understand how best to deliver content on Snapchat. With no rules of engagement, no case studies, limited insight into the reader, it wanted to understand how a traditional news agency could remain relevant to digital natives and attract new readers.

    Using a research mix of traditional and non-traditional approaches including sample recruitment and brand research on Snapchat and workshops in the News UK offices, the Sun grew its understanding of the users of Snapchat and were more equipped to tailor tone of voice, content, style of delivery and engagement based on the research findings.

    Abbey Teunis, Senior Director, LRWTonic

    Kate Clarke, Head of Insight, News UK

    Everything is the same, only different: The fundamental needs of kids and youth

    The world of kids and youth is constantly changing. The rise of a digital-first market has seen with it the emergence of a plethora of new online entertainment brands and content destinations. These have fostered the desire in young people to want more control, to access content on-demand and led to personalised and social experiences becoming increasingly appealing. However, in the midst of these changes, it’s important to remember that there is something that does stay the same. Kids still have the same developmental stages and needs they have always had.

    Based on a longitudinal study with 2 – 24 year olds, strengthened by an academic literature review; the BBC has developed a needs model describing the fundamental drivers of behaviour influencing why kids and youth access and use media and technology. By understanding what will remain constant in an ever increasingly complex and changing world, this needs model provides a simple yet powerful framework which can help media, entertainment and many other industries with content and product innovation.

    An Nguyen, Planner of Youth Audiences, BBC

    Katie French, Head of Audiences – Children’s and Learning; (CBeebies, CBBC and BBC Bitesize)

    12.35 Lunch

    13.35 The evolution of video in feed environments

    Facebook, Instagram and Twitter data shows that video viewing is rising fast. New video formats are also continuing to evolve rapidly, along with people's expectations. But what’s driving the rise of video and where video is headed next? Hear both Facebook and Twitter share their latest research insights into the use and impact of video in feed environments and what this means for brands.

    Hear Facebook share findings from its recent video research which integrated biometric implicit measurement with understanding key shifts in people's video viewing preferences across different content types, markets and devices. The research has unearthed five key trends:

    • Attention seems to be getting shorter

    • Smartphones are driving online video viewing

    • Binge-watching is becoming second nature

    • Context counts for a lot

    • Novelty is irresistible

    Kathy Dykeman, EMEA Marketing Science Director, Facebook

    Twitter will draw on its rich bank of insights to unpick why video works so well in a live, dynamic environment, what emotions it evokes and how it is consumed and shared.

    Lisa Cowie, Head of Media Research EMEA, Twitter

    14.25 Boosting content ‘talkability’ among SVOD audiences

    ITV set out to understand the ‘talkability’ impact of SVOD services with a view to informing the ITV Content Marketing team about what they could do to boost their own programmes’ ‘talkability’ and engage audiences in a new way.

    Through a multi stage innovative research process involving expert interviews on attitudes, behaviour the power of word of mouth and the near-future TV/content landscape; an audit of trends in popular culture that impact viewership and chat; and interviews with six friendship triads to understand how and when people talk about viewed content, ITV discovered key audience insights about the nature and behaviours of SVOD viewers.

    This session will explore the impact this research has had within ITV in terms of the creation of new ways to support and encourage further chat and content ‘talkability’ and how other brands can learn how to boost their own brand’s ‘talkability’ among this attractive consumer group.

    Hollie Clark, Research Manager, Join the dots

    Mat Riches, Brand Research Manager Audiences, ITV

    14.50 How to be remembered: A guide to making TV memories that stick

    Think back to some of your earliest TV memories.

    Where were you? Who were you with? What were you watching? And crucially, how does this memory make you feel?

    BBC has recently explored the complexities of memory in the context of media; specifically how and why we remember pieces of TV, both in the short term and over a lifetime. In an overloaded media landscape with more and more things vying for your attention, how does your brand cut through?

    This interactive session will present a working model of why and how certain media stick in the mind and will deliver a (highly memorable) new lens through which to examine media content.

    Madeleine Rafferty, Associate Director, MTM

    David Bunker, Head of Audiences, BBC

    15.15 Refreshments and networking break

    15.35 Speak Easy - The future of advertising in a voice first world: An exploration of the impact of Artificial Intelligence & natural language processing developments in advertising

    As AI developments in NLP continue apace, voice is set to become our primary form of interaction with technology. This will present fundamental challenges for brands, communications and advertising. The Speak Easy study is a multi-disciplinary study encompassing self-ethnography, qualitative and quantitative research to explore consumer attitudes to voice interaction.

    This interactive session will use a neuroscientific demonstration to explore what happens in the brain when we interact with technology via voice, and how voice interactions are fundamentally different from their ‘text’ equivalents.

    Join the discussion of what the implications are for the future of advertising of a voice-first world.

    Jeremy Pounder, Futures Director, Mindshare

    Heather Andrew, CEO, Neuro Insight

    Elizabeth Cherian, Director Innovation Group, J. Walter Thompson

    16.00 PANEL: Innovation in measuring advertising engagement

    How Best To Measure Advertising Engagement - Comparing four different approaches to measuring engagement and impact.

    • Eye tracking: measuring user attention to digital advertising

    • Biometrics: capturing an ad’s emotional charge and the feelings it stimulates

    • Mobile and Geo location: assessing the impact exposure to digital advertising has on brand metrics and in store purchases

    • Big data analytics: pinpointing optimal engagement opportunities


    George Hopkinson, Senior Research Manager, IAB UK


    Carl Carter, Head Of Digital & Connected Consumer, IRI Worldwide

    Mike Follett, Managing Director, Lumen

    Rema Iyer, Managing Director, Aimia

    Alistair Hill, CEO, On Device Research

    Antonio Margaritelli, Online Biometrics, ICM Unlimited

    17.15 Closing comments from the Chair

    17.25 Networking drinks reception

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    Please click on the photographs to view each speaker's biography.


    Delegate fee until 21 April 2017

    MRS Member £355 (£426 inc VAT)
    Non-Member £485 (£582 inc VAT)

    Please note: Early Bird fees must be paid in full by 21.04.17

    Delegate fee from 22 April 2017

    MRS Member £455 (£546 inc VAT)
    Non-Member £585 (£702 inc VAT)

    Company Partner Discount rate - £300 (£360 inc VAT) or 1 Company Partner ticket


    • If you are not a Company Partner and want to book for yourself and request an invoice, or pay for yourself online, click
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