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Global Research and StrategyINCISIVE. RESPONSIVE. TRUSTED

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Brand Driver: media and entertainment expertsWe help clients understand local audiences within the context of a global marketplace

• Brand Driver has worked with global media owners for over 10 years, and is fortunate to have interacted with consumers in almost every corner of the world

• Today’s audiences have very high expectations of media brands and are sophisticated consumers of content, media, information and communication

• For media brands the challenge is to understand audiences at a local level whilst respecting global strategy

• Our job is to shine a light on audiences around the world in terms of their entertainment needs, behaviour, expectations and content preferences

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In touchOver the past decade we have seen the rise of a more ‘in touch’ consumer who expects to be able to access what they want, when they want it

Twitter

2012

HD TV, 3D TV

Nintendo Wii

PlayStation Network

Xbox Kinect

Online shopping

iTunes

Spotify

Amazon

2001

iPad

Broadband/ Wireless

Mobile commerce

MySpaceFacebook Skype

Wireless media sharing

Amazon Kindle, e-readers

Google

Cloud computing, Apps

Netflix Hulu

iPod

4G

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How we get involvedBrand Driver works with clients on a wide range of strategic and tactical issues across markets

Consumer trends

Role and impact of

technology

Content delivery across

platforms

Programming and scheduling

Brand development

and positioning

Role of channels Digital deliveryMarketing

communicationsPlatform

negotiations

New market entry

Brand tracking Youth, kids and families

Consumer products International

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What we doBrand Driver uses the full range of research methods to measure, explore and illustrate issues around the world

 • We listen and observe as much as we ask questions – and usually we do a bit

of all three

•  Face to face, online, on device - in homes and offices, in stores, cinemas or theatres – wherever your audiences, customer or clients are

• We immerse ourselves in the issues bringing our cumulative experience to every study we carry out

• And we ensure our findings make a difference - instigating action within your company, providing confidence in decisions

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Workshops

Brand Tracking

Family Immersion

Pilot Testing

Consultancy

Surveys: online, mobile, f-to-f

Ethnography

Digital Safari

Off the Record

Conjoint Analysis

Advertising & Sponsorship Evaluation

Online community

Market Reports

Path to Launch

Segmentation

Advanced Analytics

Peer-to-peer

In-depth Interviews

Implicit Response

Modeling

House Tours

Day-in–the-life Videos

Social Media Monitoring

Platform Negotiations

Sales & Distribution Support

Live Events

Power Panel

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Brand Driver’s senior team

Karen Wise• Managing Director• Global media &

entertainment research specialist with over 20 years experience

Martyn U’ren• Director• Media planning background

bringing client-side expertise

Alan Worley• Associate Director• Highly experienced researcher

with expertise in advanced statistical analysis across multiple sectors and markets

Dr. Suzanne King• Director• Leading social researcher with

experience across key social policy areas including climate change, education and youth

Richard Hicklin• Associate Director• Highly experienced managing

quantitative and qualitative projects for leading global media brands; applying advanced analytical techniques

Tim Julian• Co-founder & Chief

Executive• International Media and

entertainment research expert ; working with Disney for over 20 years

Simon Oldfield• Co-founder & Director• Strategy, business affairs and

innovation

Katie Payne• Research Manager and

Moderator• Experienced moderator with

multi-sector, multi-market experience having worked in the UK and US

Alex Chamberlen• Client Services Director• Twenty years of media experience

across TV, print, radio & digital working with expertise in the Middle East and the Indian digital media market

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Some of our clients

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“Whatever problem we have thrown at them, I

have always found Brand Driver to be prepared to

go the extra mile – in developing a tailored

research solution, in turning around a project

within tight deadlines, in being flexible to our

latest business needs. Insightful research that

resonates with senior management”

Charlie Cain, The Walt Disney Company

“Brand Driver’s insight into audience behaviour

is in my mind unparalleled… Their ability to

provide tailor-made solutions to multi-lingual,

multi-cultural challenges is exemplary.”

Mike McKibbin, ESPN

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Why Brand Driver?

• Industry experts

• Trusted, reliable and incisive

• Flexible and tailored approach

• Commercially focused and collaborative

• Delivering value beyond the brief

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Case studies

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“Millennials” – Europe and APAC

ObjectiveTo inform potential channel launches in Europe and APAC

MethodMulti-stage study of young adults born between 1980 and 1995Quantitative – online interviews in key markets provided robust measurement of attitudes and behaviourQualitative – pre-task scrapbooks; post-task “day in the life” videos; deep dive; projective techniques; diary rooms; peer to peer interviews

OutputsWe uncovered aspirations and motivations to inform positioning and content preferences and media usage and attitudes to technology and platformsThe results produced a fascinating and multi-layered series of insights into these “Millennials” in key markets for the broadcaster

Case Study

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Sponsorship evaluation

ObjectiveAn international TV channel asked us to evaluate sponsorship of their Europe Music Awards

MethodAn online survey amongst viewers of the channel across five key markets, those registered on the client’s website and a control group of non-viewers was conductedWe used “BIRT” (Brand Implicit Response Tool) to measure speed of response, which is a proxy for how much rational thought has gone into the response and created a quadrant to illustrate this – Conscious agreement/sub-conscious rejection; Sub-conscious and conscious agreement; Conscious rejection but sub-conscious agreement; Conscious/sub-conscious rejectionWe also explored the value of the association from a media agency standpoint, from viewers’ perspectives and effects on purchase intent amongst the audience

OutputsAn understanding of how sponsorship had impacted on brand image and intention to purchase

Case Study

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Social media participation

ObjectiveTo better understand how to communicate with audiences, target relevant content effectively and appeal to advertisers a major global broadcaster asked us to examine technology uptake and usage in five major emerging markets – South Africa; Ukraine; Poland; Romania; Russia

MethodOnline surveys covering internet and technology usage; multi-screen viewing; social networking and specific interaction with the client’s own web properties

OutputsThis study provided invaluable market insights, channel positioning and viewers’ relationships in developing markets

Case Study

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Understanding a show’s surprise success

ObjectiveBig Fat Gypsy Wedding was one of the most successful shows of all time for Channel in the UK 4 but they wanted to understand viewers’ perceptions of the show and to assess whether it had delivered on their remit to inform society about selected groups

Method An online survey of viewers of the series looked at perceptions of Channel 4’s coverage of the “Travellers”Alongside this research we monitored social media activity during the last episode to give a wider context Sites monitored included Facebook; Twitter; Digital Spy

OutputsOverall the results were positive and will be presented in Channel 4’s annual reportThe qualitative report containing “verbatims” from the social media monitoring bring the survey results to life

Case Study

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Online app testing

ObjectiveTo support the development of Digital Outlook’s Time for a Story (an application of Windows Live Messenger that allows a story to be read to a child remotely) we were commissioned to uncover the drivers and motivators of appeal and any perceived barriers to product usage and to measure the degree of interest in the idea and how to maximise its appeal and communicate most effectively

MethodWe spoke to groups of parents with kids under-5 and assessed their story reading and related habits via pre-group diaries The next stage was an extended-use diary with web cam footage around trials of the productRobust usage data was derived from quantitative surveys revealing overall appeal of the app., market potential, willingness-to-pay, and routes to market – word of mouth/search marketing, etc

OutputsFindings informed product development, market potential, communications strategy and showed the benefits of the product to parents and kids

Case Study

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Brand Driver Mobile

Objectives• The BBC commissioned Brand Driver to track usage and

perceptions of its mobile website to ensure that it continually meets the needs of visitors and works in tandem with other BBC touch-points to enhance overall perceptions of the BBC

Method• A mixed methods data collection approach was used,

incorporating both online and offline interviewing methods to provide a complete representation of the market. The sample comprised mobile internet users, including light internet users and those whose internet use is predominantly by mobile phone. For each wave we interviewed a representative sample of mobile internet users, setting quotas on gender and age

Outputs• Measures of the frequency and duration mobile internet

use, visits to the BBC mobile internet site and sub-sites (BBC Sport, etc.) and that of key competitors

• An understanding of opinion of mobile internet sites (what is liked and disliked) and for each site, an assessment of the performance of the site on a number of pre-defined performance indicators including: appearance, ease of navigation and content evaluation

• We also work with a major international sports broadcaster to track its mobile app and its progress in relation to the TV brand and the market as a whole

Case Study

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Newspaper content co-creation

ObjectivesTo support a free newspaper targeted at an urban audience in the re-design of the ‘Arts and Ents’ section; we also looked at the overall product design

MethodWe ran a series of workshops with three groups reflecting demographic and geographic considerationsParticipants gave a clear picture of their relationship with the product and satisfaction levels, as well as motivations for reading. These were mapped with competing sources of news/entertainmentParticipants were asked to gather best examples of material in Arts and Entertainment and to give feedback and thoughts before splitting into teams to look at re-design optionsThey also looked at re-designs around content sections for: travel; food; technologyA moderator and a member of the editorial team was present in each group helping to shape realistic and useful ideas, but direct consumer dialogue was also useful

OutcomesA new look ‘Arts and Ent’ section and a refreshed look to the newspaper overall

Case Study

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GLOBAL RESEARCH& STRATEGY9 Henrietta StreetLondon WC2E 8PWUnited Kingdom

T +44 (0)20 7379 3500F +44 (0)20 7379 3507

www.branddriver.co.ukTwitter:@BrandDriverTeam