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© Kwendi Impact Studies, 2011
KWENDI
Impact Metertm
Testing TV Shows as never before
© Kwendi Impact Studies, 2011
KWENDI Impact Studies
2
Testing TV shows, series and movies
Ad hoc tests of video content to maximize its impact on viewers
Advertising tests
Testing political ads and
speeches
Ad hoc tests for tracking audience perception of TV ads and public
speeches to understand their impact on target audiences and improve mass
communication
Monthly Impact & Recall Rating
Monthly study to track channels’ perception, on-air promo and noticeability of advertising
• Kwendi Impact Studies is a specialist company that tests video and audio content for media
and advertisers using proprietary patented Impact Meter TM methodology
Part of Kwendi group – media marketing consultancy specialist in post-Soviet markets, founded in 2005
• Used by major Russian and Ukrainian TV holdings for product tests and by major
international and local advertisers in Russia and Ukraine for commercial tests
• Basic products:
© Kwendi Impact Studies, 2011 3
Impact MeterTM in brief
• Impact Meter is patented set of methodology, hardware and software that allows to get
detailed analysis of your TV product impact on your target viewers
– It’s the quantitative methodology, that gives deeper and more detailed insights than
any standard survey and/or focus group
• It provides data that usually need both qualitative and quantitative studies
– It is detailed enough to see practical ways to improve your products
– It is fast and allows to improve every next episode of the show
– It is consistent and allows to track evolution in audience perception over time
© Kwendi Impact Studies, 2011 4
Impact MeterTM in brief
• Impact Meter measures perception dynamically&
individually:
– Every respondent watches the video
individually on a notebook
– Immediate reaction is tracked 5 times per
second by the device
– The respondent moves the rotator immediately
when his attitude changes
• Impact meter allows to measure any bipolar
response – positive/negative emotions, trust or
distrust, high or low interest to the content
© Kwendi Impact Studies, 2011
Advantages of Impact Meter
• Individual measurement
– Same as people consume media
– Free from group influence on individual respondent’s opinion
• Non-verbal primary data collection
– Respondent does not need to formulate his first impressions
• Tracking exact motivations
– Detailed comments on every scene based on response curve that can clarify the reasons behind changing respondent’s mind
• Reaching client-specific target audiences
– Mobility of the technology allows to precisely recruit target consumers in friendly environment
5
© Kwendi Impact Studies, 2011 6
Clients (non-confidential projects)
© Kwendi Impact Studies, 2011
TV content testing experience
• Today we have database of tested TV products that give us
benchmarks for different content genres
7
Genre Number of tested
products
Series 25
Programs 10
Talent show 5
Movies 3
© Kwendi Impact Studies, 2011
References From Our Clients
8
1+1 TV channel
Kraft Foods Ukraine
Samsung Ukraine
Toyota Ukraine
© Kwendi Impact Studies, 2011
Testing TV programmes
9
© Kwendi Impact Studies, 2011 10
Survey Flow
Screener Watching
video with
Impact
Meter rotator
Questionnaire general questions
on perception of
channel/product
Watching
the air with
Impact
Rating curve The respondent
explains his
attitude scene
by scene
Additional
Questions more details on
specific features
of the show and
issues to track
1 2
3 4
5
© Kwendi Impact Studies, 2011 11
The Results
• Impact Meter test results are statistically valid data that describe
– Audience perception of the program second by second
– Detailed opinion of the audience on every scene
– Attitude of the target group to the plot, characters and actors
– Impact of soundtrack, visual and audio effects, etc.
– Promo recall within the natural TV environment
• The response curves are delivered in 2-3 working days after
fieldwork is done
• Full analytical report is available in two weeks, and even faster in
case of urgency
© Kwendi Impact Studies, 2011 12
Samples
© Kwendi Impact Studies, 2011
Impact Meter Data
13
Two sets of data
Analysis of instant reaction Analysis of questionnaire
© Kwendi Impact Studies, 2011
Instant Reaction
• TV-product is split into the scenes. Each
scene is analyzed against others and
internally
• Scenes are ranked by
– Positive or negative reaction
– Strength of emotional impact
• Ranking the scenes allows to track influences
of specific elements – characters, locations,
etc.
14
© Kwendi Impact Studies, 2011
Sample Instant Reaction Curves
15
Each programme is characterized by its level of positive/negative reaction and dynamics of emotional pattern change
Sample 1 - strong positive reaction and strong emotional
impact
Sample 2 – neutral to negative reaction, weak emotional
impact
Sample 3 – negative reaction, strong emotional impact
© Kwendi Impact Studies, 2011
Sample Instant Reaction by Scene
16
© Kwendi Impact Studies, 2011
Sample Instant Reaction – Scene Ranking
17
Negative start creates risks of losing audience
© Kwendi Impact Studies, 2011
Sample Instant Reaction –Scene Ranking by
Amplitude
18
0
10
20
30
40
50
1.1
Сц
ена
1
1.2
Сц
ена
2
1.3
Сц
ена
3
1.4
Сц
ена
4
1.5
Сц
ена
5
1.6
Сц
ена
6
1.7
Сц
ена
7
1.8
Сц
ена
8
1.9
Сц
ена
9
1.1
0 С
цен
а 1
0
1.1
1 С
цен
а 1
1
1.1
2 С
цен
а 1
2
1.1
3 С
цен
а 1
3
1.1
4 С
цен
а 1
4
1.1
5 С
цен
а 1
5
1.1
6 С
цен
а 1
6
1.1
7 С
цен
а 1
7
1.1
8 С
цен
а 1
8
1.1
9 С
цен
а 1
9
• Losing amplitude means the respondents are bored in the second
part of the programme (except for scene 18)
© Kwendi Impact Studies, 2011
Analysis of Questionnaire
• Analysis of questionnaire deliver:
– General impressions – respondents’ opinion regarding
the plot, characters, locations, etc.
– Motives behind instant reaction. Every respondents
describes his/her reasons behind instant reaction to
every scene
• Comparison of instant reaction and verbal explanations
describes viewers’ insights better than surveys of focus
groups
19
© Kwendi Impact Studies, 2011
General Impressions – Ranking by Factor
20
Открытый вопрос. Множественный выбор
© Kwendi Impact Studies, 2011
Scales To Measure General Impression
21
© Kwendi Impact Studies, 2011
Character Ranking vs. Amplitude
22
© Kwendi Impact Studies, 2011
Scene by Scene Analysis Sample
© Kwendi Impact Studies, 2011 24
-100
-80
-60
-40
-20
0
20
40
60
80
100
06
:48
.0
06
:54
.0
07
:00
.0
07
:06
.0
07
:12
.0
07
:18
.0
07
:24
.0
07
:18
.8
07
:24
.8
07
:30
.8
07
:36
.8
07
:42
.8
07
:48
.8
07
:54
.8
08
:00
.8
08
:06
.8
Male Female 18 - 29 30 - 50 Total
33
28
29
32
61
11
20
13
18
31
0 20 40 60
Female
Male
18-29
30-50
Total
Крутил вниз
Крутил вверх
Instant Reaction Curve of the Scene
© Kwendi Impact Studies, 2011
Reasons Behind Instant Reaction Explained
25
61
31
Вверх Вниз
© Kwendi Impact Studies, 2011
Contacts
© Kwendi Impact Studies, 2011 27
Contact us
Yuriy Vyrovoy
KWENDI Impact Studies Partner
e-mail: [email protected]
mob: +38 050 358 14 81
Andrey Taranov
KWENDI Impact Studies Partner
e-mail: [email protected]
mob: +38 050 310 25 62
KWENDI Impact Studies
Ukraine, Kiev, Dmitrievskaya str., 52b, off. 54, phone: +38 (044) 482 07 08
© Kwendi Impact Studies, 2011
Thank You For Your Attention!