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Posts Tagged ‘Keller Fay Group’

STUDY: TV Viewers Aren’t All That Social


No, we’re not talking about the Twitter deluge bemoaning last night’s HBO GO failure. (But please, no Game of Thrones premier spoilers. We fell asleep waiting for it to load.)

Despite all the talk of social media as a new way to measure success on TV, the vast majority of viewers don’t use social while watching–and most of those who do aren’t watching very closely.

Yet two competing studies on the topic show us that the future of the medium is-surprise–hardly set in stone.

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Offline Conversations Still Carry Weight in the Digital Age

Despite the “social wave rolling across the U.S. and the world,” offline conversations, especially those happening face-to-face, still dominate. So says Ed Keller, CEO of word-of-mouth research firm and consultancy Keller Fay Group and co-author of The Face-to-Face Book. Keller spoke about this pattern during the ARF/Advertising Research Foundation’s Audience Measurement 7.0 conference on Tuesday in New York. He also emphasized that contrary to conventional wisdom, offline and online conversations are not really mirrors of each other.

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Research Shows Positive Word of Mouth Far Outweighs Negative

With the buzz surrounding word-of-mouth marketing on the rise, there has been a greater effort to track and analyze this phenomenon. At the ARF/Advertising Research Foundation’s Measurement 6.0 conference in New York on Monday, word-of-mouth research was high on the agenda.

Evaluating and quantifying the dynamics of consumer conversations was the topic of a joint study conducted and presented by Ed Keller, CEO of Keller Fay Group and Emily Vanides, VP connections research and analytics at MediaVest.

Their research was based on Keller Fay’s TalkTrack methodology that measures conversations online and offline. Using a diary-based survey program, respondents kept track of their conversations and later reported them in an online survey. Some of the findings were quite surprising.

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Biometrics, Social Media Among the Latest Research Trends

L to R: Ted McConnell, ARF; Lee Brown, Groupon; and Naveen Selvadurai, foursquare. Photo: Nancy Lazarus

Social media’s growing role in research was a visible theme throughout the ARF/Advertising Research Foundation’s Re:think conference in New York this week, from the topics of the keynote speakers and breakout sessions to the trade show exhibitors specialized in social media monitoring.

Another area generating buzz was biometrics, research that measures emotional responses driving behavior. Much discussion also focused on the size and use of social network databases. After the jump are the key takeaways.

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