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Researchers and Media Organisations Call for Audience Measurement Coalition

RW Connect - 2017. június 22., csütörtök
Researchers and Media Organisations Call for Audience Measurement CoalitionCoalition aims to underline the importance of safeguarding EU audience measurement capabilities to safeguard independent measurement

Brussels, Belgium, June 22, 2017– A new Coalition for Audience Measurement has been established to support European Union lawmakers considering a European Commission proposal to reform its ePrivacy Directive. The Coalition, composed of leading associations representing the audience measurement ecosystem (including producers and buyers), aims to provide informational inputs for lawmakers to increase understanding of the specificities of audience measurement and the added-value it brings to society. The Coalition has adopted its first joint position statement and will likely continue its work throughout the negotiations to adopt a new ePrivacy Regulation.

The Coalition is calling for the European lawmakers to maintain a level playing field between all providers of audience measurement by removing artificial distinctions between so-called first-party and third-party providers and to adopt enabling language that reflects the diversity of service providers who are using audience measurement to inform strategic decisions and improve service delivery to EU citizens.

“When we looked at the first position statements and listened to some of the leading individuals involved in the conversation, we saw a clear need to raise awareness about what audience measurement is, how it operates, the safeguards put in place to ensure it is conducted with appropriate safeguards, and indeed the importance it has in supporting the entire media sector,” said Finn Raben, ESOMAR’s Director General in commenting on the Coalition’s purpose.

EBU Head of European Affairs Nicola Frank said: “Public service media organizations strive to gather data in the most transparent, secure and accountable manner in order to provide the most relevant experience as well as offer the possibility to discover new content. This is why we need a fully-functional data protection framework at EU level which caters for strong end-user privacy and technological feasibility.”

“In the digital age our business models require the transparent and secure use of data. An independent press that serves Europe’s public interest must be able to compete effectively with its global competitors. Audience Measurement is an essential tool for the industry,” said Gerald Grünberger, Chair of WAN-IFRA’s Member Associations Directors Committee.

The Coalition for Audience Measurement intends to work alongside MEPs and representatives of national governments to organise, as appropriate, further consultations and provide briefings involving practitioners. It looks forward to participating actively in the negotiations and provide constructive inputs into the deliberations.

The position statement is available for download here.

If you would like more information about this topic, please contact Kim Smouter at +31-20-664-21-41 or email at public.affairs@esomar.org.

Continue reading Researchers and Media Organisations Call for Audience Measurement Coalition at RW Connect.

ESOMAR Sensory Forum – colors, vodka and VR

RW Connect - 2017. június 20., kedd
ESOMAR Sensory Forum – colors, vodka and VR

By Massimo Cealti

My personal sensory surprises (vodka before 10AM and fun-learning scientific paradigms) at the 2017 ESOMAR Sensory event in Amsterdam

Niels Schillewert, ESOMAR President, is giving us the latest industry news: the research industry is worth 43 billion USD a year, making it an industry as big as the recorded music one. A pleasant surprise for a humble, specialized and a bit hidden industry.

Niels brings me to think about ESOMAR and Sensory. There are other specialized events that most sensory scientists attend (me included), so where does ESOMAR fit in with Sensory? I believe Sensory and Consumer are getting closer: increased effectiveness, cost savings and synergies in running both simultaneously are always welcome.

The program of today promises something a bit different from the classical sensory perspective, which is built over the sensory lab and fieldwork related issues, applied mathematics and analysis algorithms, and of course product, product, and more product. Instead Brand, Context and Multisensory experiences are on the menu. Intriguing…

Sam Bompas, the keynote speaker, comes on, and first and foremost I wonder if I need to “up” my dressing style. He’s dressed like a fashionista going to the Brit Awards. A striking difference from the usual business casual style -by the way I have never truly learned the meaning of business casual – … generational differences quite likely. Sam brings us back to the roots of Sensory, we are not thinking beings who feel, we are feeling beings who think. He offers an unforgettable sensory experience: a shot of “lightning infused” vodka before 10AM! I decide to try and think “should not tell my wife about this” and my taste buds get literally kidnapped! 30 minutes of long lasting hyperbolic aftertaste, personally one of the strongest and longest taste experiences. I am under the impression the audience suddenly looks more laid back. He literally kick-started the day!

Jonathan Rason reminds us about how Brands can play a social role by proving how sensory can drastically improve food palatability for patients suffering from specific medical conditions. The positive social dimension of sensory and this feel-good element also adds positively to the start of the day.

Tom Pursey follows suit describing the Tate Gallery Sensorium and we collectively take off to the world of Art. If you think about it, Art is the expression of one sense in a sublime way: you look at a painting, listen to music, touch a beautifully sculpted object, eat delicious food etc. Tom talked about enhancing the experience of Art by “embedding” multisensory design in it. This to me looks like digital at the service of sense. Maybe young people will be sending soon multisensory selfies instead of the traditional “V” signs because all of our senses will have been somehow “digitalized”. The next step will be Multisensory Virtual Reality/Augmented Reality: I tried a selfie only once, I will be keen to try.

My own presentation is about context effects and how they can potentially “take control” of your experiment if not properly managed. Sensory has been dealing with context effects since the onset but there are other disciplines like physics where these are hugely relevant. They are developing the type of mathematics we will need to account for a few of them and I introduced some promising routes in this perspective.

Sjoerd Koornstra also masterfully reminded the audience how context plays a role that should never be forgotten in sensory research as well. He showed the effects of different contexts on results and correctly stated that the choice of the type of context should mainly be geared to the business objectives.

After lunch Cato Hunt from Space Doctors (brilliant name) introduced what to me seem like a new field: Cultural Semiotics applied to sensory. There is still no Sensory Semiotics but I am confident something will spring up soon. Since everything communicates, Cato’s storytelling highlighted the need for congruence in the different sign systems a brand is releasing. It finally smashed for good a paradigm I have seen in action for most of my work life: the elements of a brand’s marketing mix are produced independently and in an un-coordinated way and just assembled before launch like Lego bricks. We live in a world where the quest for sensing and making sense (Cato said “as we sense, we make sense”) is never ending hence I can really see the benefits in her suggestions: semiotic experts should have at least a final look at a brand’s “opus” to check for resonance/dissonance.

Thierry Lescrauwaet gave us a master class on the use of colour. It is amazing how much we know already and how much still remains to be discovered. I like the idea of being at a “cutting edge” event where scientists dare take the first step outside the known frontier of a discipline. And, since I am partly colour blind, I am also curious to know which one is my personal colour profile.

Similarly, Prof. Tim Smits delved the audience into the intangible qualities of multisensory marketing. By focusing simultaneously on all senses successful sensory marketing can “nudge” consumers into a form of PRE-SUASION. One of the first examples of nudging being the fly designed inside gentlemen’s urinals in airports and stations: if you can’t change the motivation, then change the behaviour.

Lise Dreyfuss took us into the very near future by showing how it is possible to run sensory studies adding VR/AR (Virtual/Augmented Reality). As sensory is expanding outside the traditional areas of food/drinks/fragrances into other product categories, VR/AR can be a cost effective solution to give consumer experiences ecological validity but for the moment trading off the replicability of results. She stated that more research is needed to fully grasp the effects of the additional experience created by VR/AR and informed us that the technology whereby social interactions with your own friends without time or space constraints can be added in VR/AR. It “wowed” me as I immediately imagined being able to have a real drink interacting with friends who live 12000km away and I often fondly miss.

Laure Payen continued bringing the audience to “new places” with her speech on the advantages of adding senses (in a broad sense) in qualitative research so as to enrich the consumer experience by immersing them in a sensory stimulation which liberates their thinking and adds hues and cues to the quest for insights.

Finally David Morizet simply captivated the audience by showing how l’Oréal is applying sensory to help create sustainable products. Almost simultaneously to the news of one nation casting clouds over the COP22 climate conference, our beloved industry is silently at work researching how to create effective and pleasurable products which require less water to be used and hence are more environmental friendly.

This must be by no means a unique effort; but rather the tip of an iceberg: Manufacturers are re- formulating their products to do away with chemicals that years of scientific or clinical research have demonstrated not to be totally safe for human or environmental health. Knowing how much Millennials, Gen Z and Alpha care for the environment, David’s presentation opened a world of possibilities: our industry can add value to the lives of consumers today and by making efforts to preserve the environment, also to those of future consumers. Brilliant!

In every part of the day our Master of Ceremonies: Wim Haemaekers was able to find the thin line which united presentations into an innovative but cohesive whole, with delicacy, humour and wit. Endless thanks Wim, you really made it easy for the audience to enjoy the day.

It is my opinion that sensory has been greatly enriched by the new perspectives promoted during the ESOMAR Sensory 2017. The presentations added new dimensions to the already very robust scientific background in which sensory scientists work. No need to remind the reader that sensory sought and applied solutions to context effects in their research practices well before Behavioural Economics showed consumer research that “homo oeconomicus” was as extinct as Neanderthals and interacting with humans carried a non-eliminable burden of cognitive biases.

With the additions (I would say contaminations) of colour, synesthesia, the pleasure principle (and generally emotions), VR/AR and by studying the brand context in which cultural semiotics can decode the communication output, Sensory is offered the opportunity to enrich itself with powerful new tools to continue to serve its fundamental scope: sustainably helping create great products and user experiences.

This contamination is by no means simple since it requires different capabilities and diverse backgrounds, just like the participants to the ESOMAR Sensory 2017 day were coming from all walks of the life sciences. I hope they enjoyed the interesting sessions of the day as much as I did.

Massimo Cealti is an Insights, Strategy and Analytics expert and was also on the Advisory Board for Sensory Forum 2017. 

Continue reading ESOMAR Sensory Forum – colors, vodka and VR at RW Connect.

Make Friends Across Religions – Global MR Study Supports Initiative

RW Connect - 2017. június 20., kedd
Make Friends Across Religions – Global MR Study Supports Initiative

Dutch market research agency Motivaction contributes to global initiative by The Elijah Interfaith Institute with a report based on their international Glocalities research, showing that the vast majority of humanity is open to people with a different faith. This came in support of a call by top leaders of the world’s largest religions, who on 14 June issued collective video appeal in London to people worldwide to unite and make friends across religions. The call was made by, among others, Pope Francis, the Grand Mufti of Egypt, Chief Rabbi Jonathan Sacks, H.H. the Dalai Lama, Ecumenical Patriarch Bartholomew I, Sri Sri Ravi Shankar and many others, and aims to reduce social tension by encouraging interpersonal contact between people with different beliefs. 

Wednesday, 14 June 2017, 9:00 ET, 13:00 UTC, 14:00 BST, 15:00 CET, 17:00 GST, 18:30 IST, 21:00 PHT, 23:00 AEST

The most prominent leaders of the world’s major religions released a joint appeal today calling on the people of the world to unify and make friends across religions. The statement is intended to reduce social tension around the world by stimulating interpersonal contact between people of different faiths. It was made by Pope Francis, the Grand Mufti of Egypt, Chief Rabbi Jonathan Sacks, H.H. the Dalai Lama, Ecumenical Patriarch Bartholomew I, Sri Sri Ravi Shankar and many others.

Personal contact is believed to counter misperceptions, prejudices and distrust. The appeal was released as a 3-minute video on Twitter (#MakeFriends) in 16 languages during a press conference in London. The full video statement can be found on Youtube.com/MakeFriends.

Each of the leaders contributed a personal statement for the exclusive purpose of creating this joint appeal. Ayatollah Al-Milani advises people to make friends with followers of all religions. Patriarch Bartholomew calls on the world to “recognize the beauty of God in every living human being”. Pope Francis and Rabbi Abraham Skorka demonstrate how their religious experiences have been enriched by their interfaith friendship. Grand Mufti of Egypt Shawki Allam stresses not to focus on differences between religious groups. The Dalai Lama calls for a deepening of spiritual friendship. Rabbi Jonathan Sacks says “One of the wonderful things about spending time with people completely unlike you is that you discover how much you have in common. The same fears, hopes and concerns.” Archbishop of the Church of Sweden Antje Jackelén stresses the importance for society: “This should start a process that will take prejudices away and where new insights and hope is born.” The Archbishop of Canterbury adds that “It’s not complicated, start with sharing what we all share, which is the pleasure of conversation.”

The joint statement intends to counter a hazardous and widespread misperception that followers of religions other than our own view us with distrust and disdain. While, in reality, a new global study (n=56,000) led by the global research institute Motivaction has found that people of all faiths are generally open to people with other faiths. Furthermore, when we breaking down the scores from a global level to an individual religion level, it shows that friendship scores consistently highly among all faiths and the nonreligious. At least 41 out of 48 value cards have lower ranking scores than friendship – a powerful statistic which unites all faiths, thus concluding that friendship is not just globally appealing – it is important across each faith and non-religious people (Motivaction, 2017). Head researcher at Motivaction Martijn Lampert said, during the press conference today, that a message promoting friendship across religions is likely to resonate with the majority of religious people around the world, which according to a study by the American Pew Research Center comprises 84% of the world population.

Prof. Gregory M. Reichberg of the Norwegian Peace Research Institute Oslo (PRIO) explained at the press conference that the misunderstanding that people of other faiths harbor animosity toward us “sets us up for a bad dynamic and tends to produce what we fear.” That misunderstanding stems from the lack of contact between religious people of different faiths, fueling prejudices and social tension.

Rabbi Dr. Alon Goshen-Gottstein, director of the Elijah Interfaith Institute and the chief organizer of this joint statement, said during the press conference that this appeal is also a significant novelty from a theological perspective. “We cannot deny that in the books of many religions you can find texts that are not very open, even hostile, to people of other faiths. Therefore, when the world’s most important leaders call for friendship, they are in fact affirming a particular way of practicing religion and rejecting another.” Rabbi Goshen-Gottstein presented two downloadable toolkits—one for religious individuals and the second for local religious leaders interested in advancing and deepening interfaith friendships in their communities.

Rabbi Goshen-Gottstein expressed his gratitude toward the religious leaders for making this bold statement and toward Mark Woerde and his team from Havas Lemz & Letsheal.org who conceived the idea for this project and spent years making it happen.

Read more about the initiative and the full Motivation report here.

Continue reading Make Friends Across Religions – Global MR Study Supports Initiative at RW Connect.

Neuroscience Completes the Big Picture

RW Connect - 2017. június 19., hétfő
Neuroscience Completes the Big Picture

In the first of a two-part series we look at how neuroscience can enhance digital marketing.

Continue reading Neuroscience Completes the Big Picture at RW Connect.