Tuesday, August 28, 2012

NBCUniversal Digital Research Head: Ratings No Longer Enough!

Integrated Media Unit Upends Conventional Media Research

By Marc Dresner, IIR

If Jon Gibs were to rate the performance of media research as an industry in general today he’d give it a C+.

Not failing, but nothing to be particularly proud of, either. Gibs is working to change that.

The SVP of Digital Research for NBCUniversal’s Entertainment & Digital Networks and Integrated Media (E&DN/IM) is transforming how the division thinks about media by focusing on the consumer, not the medium—an approach more akin to marketing research than traditional media research.

“We’re using toolsets that are much more about consumer behavior and consumer analytics than we had previously,” Gibs told “The Research Insighter.”

“We have all come to the realization that living by ratings isn’t enough…either television ratings or digital ratings like comScore,” Gibs said.

“What most divisions and most research groups are moving toward is helping drive business intelligence back into the organization rather than just reporting last night’s numbers,” he added.

The transition centers on Big Data integration and analysis, but it hasn’t been easy.

For one, Gibs said research providers aren’t equipped to meet the Big Data challenge, so his organization has turned to software platforms from IBM and Microsoft in order to build solutions in-house.

“The problem is right now that most (traditional research providers) don’t have the technical capabilities and it’s not part of their product roadmap,” said Gibs.

“We really need them to partner with us to be able to make these type of movements and to be able to look into the future of what we want market research to be,” he said.

This much is clear: The industry has some catching up to do...

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Editor’s note: Jonathan Gibs will be a featured speaker at The Market Research Event 2012 taking place November 12-14 in Boca Raton, FL.

For more information about The Market Research Event or to register, please visit www.themarketresearchevent.com.

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s senior editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.
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