Presentation: Mining for Gold: Using Content Drivers Attitudinal Data to Drive Programming and Marketing Decisions

As a culture we’ve become increasingly sensitive to the importance of understanding individuals. As researchers, we know that attitudinal-based segmentation and profiling is key to understanding motivations behind consumption. In the world of TV, we know hitting that sweet spot in meeting an audience’s needs can be a ratings gold mine and dollars for advertisers.

Originally presented at the 2018 Media Insights & Engagement conference, GfK's Karen Ramspacher shows how content creators and marketers can use GfK MRI's Content Drivers study – covering over 500 shows and 70 drivers to viewing – to understand where programming fits in the larger viewing “need-scape” of their targets’ lives.

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