LONGITUDINAL ETHNOGRAPHY & ACCELERATION EXTENSION STUDY April 28, 2015
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ABOUT THE CRE The Council for Research Excellence is a body of senior research
professionals, formed in 2005 to identify important questions about
audience measurement methodology and to find,
through quality research, the answers to those questions.
The Council provides the Nielsen client community a means to undertake
research projects no one company could undertake on its own.
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CRE MEMBER COMPANIES
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DIGITAL COMMITTEE
BRAD
ADGATE
(CHAIR)
JOSH
AXELRAD CHERYL
BRINK
JOANNE
BURNS
SHARI
CLEARY
OANA DAN JUSTIN
FROMM SHERRILL
MANE
JED
MEYER DAN
MURPHY
BRYON
SCHAFER
DARIA
NACHMAN
JOHN
POTTER DOUG PULICK
BETH
ROCKWOOD
CERIL
SHAGRIN
RICHARD
ZACKON
(FACILITATOR]
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OBJECTIVES AND RESEARCH QUESTIONS
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RESEARCH OBJECTIVES
Understand the changing
media landscape
resulting from internet
technology and video
platform proliferation
Inform the development
of strategies for
audience measurement
1
2
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APPROACH
In-Person & Digital Ethnography
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WHY ETHNOGRAPHY
Rooted in Anthropology
Based on observations from the perspective of the consumer
Has played a role historically in the development of audience measurement systems
- Helps with various issues, including:
• Practical issues (e.g., measuring kids)
• Philosophical issues (e.g., what constitutes an exposure)
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A NOTE ABOUT THE METHODOLOGY
Ethnographic research is qualitative research
By design, it is:
- Not meant to be representative
- Not meant to be projectable
It is framed to oversample users of specific groups, such as:
- SVOD Subscribers
- Latinos
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TWO STUDIES
ACCELERATION
EXTENSION
LONGITUDINAL
ETHNOGRAPHY
National sample of 100 households tracked over two years
Project duration: Nov. 2013 to Oct. 2015
Initial visits of 100 households
Continual tracking of all households via a Participant Toolkit (PTK)
Targeted, in-person time with 25 households
Visited 20 new households in 2015
Follow-up visits to assess change
50 households in the Chicago area tracked over a 15 week period - Nov. 2013 to April 2014
Initial visits of 50 households
In-store or online purchase event
Continual tracking of all households via a Participant Toolkit (PTK) and behavior and usage surveys
35 households revisited approximately 1 year later
In-home visits and brief assignments via PTK
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Discrete, unobtrusive, fisheye
cameras support genuine
involvement and interaction
during in-person ethnography.
Digital ethnography is
conducted using a Participant
Toolkit.
ETHNOGRAPHIC TOOLS
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Discrete, unobtrusive, fisheye
cameras support genuine
involvement and interaction
during in-person ethnography.
Observers focus on “being” in the
everyday lives of the respondent,
not on capturing them.
Digital ethnography is
conducted using a Participant
Toolkit.
Follow up conversations occur
via Skype, FaceTime, or Google
Hangouts.
ETHNOGRAPHIC TOOLS
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ACCELERATION EXTENSION
Kirsten Bruckbauer, Research Director, GfK
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ACCELERATION EXTENSION
Sample and Method
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RECRUITMENT FUNNEL & METHOD
Recruitment was designed to identify households intending to make
a media technology upgrade before remuneration was discussed.
1 INVENTORY
2 INTENTION
3 ENTHUSIASM
4 RECRUITMENT
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ACCELERATION EXTENSION FINDINGS
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Smart TVs are the apex of home theater
technology and are a gateway to more upgrades.
Smart TVs emerged as the viewing device most participants intended to purchase in the near future
ACCELERATION
1
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Smart TVs bring viewers together.
The introduction of a Smart TV drew viewing time away from other devices in the household and became the stimulus for more group viewing
ACCELERATION
2
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Streaming is expanding to multiple rooms in the
household.
When both a new Smart TV and streaming device enter a household, the household focuses on the Smart TV and uses the streaming device to supplement a non-Smart TV in another room of the house
ACCELERATION
3
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Streaming plays a role in tablet usage, but tablets
are not the primary screen.
While a new tablet did not become a dominant screen, it tended to establish a solid position in the household device hierarchy
ACCELERATION
4
Except for kids.
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Viewing patterns are still dynamic and shifting as
a result of the device/service ecosystem churn.
Streaming devices show the potential to shift household viewing patterns
ACCELERATION
5
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EVOLUTION OF STREAMING ADOPTION
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EVOLUTION OF STREAMING ADOPTION
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EVOLUTION OF STREAMING ADOPTION
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“THE APPLE TV IS SMALL ENOUGH WHERE WE WILL BE ABLE TO EASILY SWITCH IT BETWEEN THE LIVING ROOM AND THE SECOND BEDROOM.”
“[MY HUSBAND’S] PARENTS LIVE IN IOWA. IT WOULD BE NICE TO BRING IT WITH TO WATCH MOVIES WHILE WE’RE THERE.”
HOUSEHOLD DEMOS
Device purchased Apple TV
Household members 2
Change in Viewing Upgraded Cable
TV service RCN
Digital subscriptions Netflix
HH12
STREAMING DEVICES THOUGHT OF AS MOBILE
“It helps maintain a home experience while you’re on the road.”
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EVOLUTION OF STREAMING ADOPTION
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LONGITUDINAL ETHNOGRAPHY
Heather Young, Senior UX Lead Researcher, GfK
Hilary Whitehead, UX Lead Researcher, GfK
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LONGITUDINAL ETHNOGRAPHY
Sample and Method
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STUDY SAMPLE
PORTLAND
PHOENIX
CHICAGO
MEMPHIS
NEW YORK
PHILADELPHI
A
MIAMI
KANSAS
CITY
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LOCAL DISTRIBUTION
CHICAGO
Home theater receiver
URBAN SUBURBAN RURAL
EAST 15% 10% 5%
MIDWEST 10% 5% 5%
SOUTH 10% 5% 5%
WEST 15% 10% 5% Intended for Market Research Purposes Only
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STUDY SAMPLE
HOUSEHOLD TYPES
9 Multi-
Generational
15 Roommates
22 Couples
11 Singles
42 Families
with Children
DEMOGRAPHICS
5 Asian
17 African
American
58 White
19 Hispanic
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Q1, 2014
Q2, 2014
Q3, 2014
Q4, 2014
Q1, 2015
Q2, 2015
Q3, 2015
Q4, 2015
Kickoff and
Recruitment
Ethnographic
Visits
Digital
Ethnography
Subset Visits
STUDY TIMELINE
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LONGITUDINAL ETHNOGRAPHY FINDINGS
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DEVICE
THREE KEY VARIABLES
SERVICE CONTENT
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OVER-THE-TOP VIEWING
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How and why do viewers make the decision to view Over-the-Top? ?
OVER-THE-TOP KEY RESEARCH QUESTION
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FRAMEWORK FOR UNDERSTANDING OTT DECISION MAKING
MO
TIV
AT
ION
CONTEXTUAL
FACTORS
‣ Location
‣ Convenience
‣ Availability
‣ Viewers
‣ Time of Day
CONTENT Specific
or General
DEVICE Screen
Preference
SERVICE Usability,
Breadth of
Content
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CONTENT-DRIVEN: NETFLIX ORIGINAL SERIES
New, exclusive
content is priority
Preferred device is
unavailable, so
viewer selects tablet
for portability and
screen size
Netflix is only option
CO
NT
EN
T
CONTENT House of
Cards
DEVICE Tablet
SERVICE Netflix
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DEVICE-DRIVEN: RELAXING AFTER WORK
Follows
recommendation to
select content
Defaults to familiar
app with selection of
content
Most comfortable
location is
prioritized
CO
MF
OR
T
CONTENT Clips of
Tonight
Show
DEVICE Smart TV
SERVICE Hulu+
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SERVICE-DRIVEN: BROWSING FOR CONTENT
Select Blacklist after
browsing based on
word of mouth
recommendations
Couple prioritizes
high volume of
content they can
agree upon
Use living room TV
with Apple TV for
comfort and
convenience
CO
MP
AN
ION
SH
IP
CONTENT Blacklist
DEVICE TV + Apple
TV
SERVICE Netflix
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OTT VIEWING IMPLICATIONS TO CONSIDER
Unmeasured viewing is on the rise.
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OTT VIEWING IMPLICATIONS TO CONSIDER
Unmeasured viewing is on the rise.
OTT viewing is most commonly driven by a desire to access
specific content, though it may also be driven by a desire, or
necessity, to use particular devices or services.
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OTT VIEWING IMPLICATIONS TO CONSIDER
Unmeasured viewing is on the rise.
OTT viewing is most commonly driven by a desire to access
specific content, though it may also be driven by a desire, or
necessity, to use particular devices or services.
When individuals initially start using an OTT service, it
increases their total viewing time; over time, it may begin
to take the place of other viewing modes.
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GROUP VIEWING
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What is the effect of group viewing on the constellation of variables that comprise a viewing session, including choice of content, service, and device, as well as viewer attention and presence?
?
GROUP VIEWING KEY RESEARCH QUESTION
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A FRAMEWORK FOR UNDERSTANDING GROUP VIEWING BEHAVIOR
CONSISTENCY OF PRESENCE
ATTENTION TO THE MAIN
SCREEN
DURATION OF PRESENCE
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GROUP VIEWING BEHAVIOR SCENARIOS
DVR LIVE
Service/
Content
In the room, not
attentive to screen
Out of the
room
Attention
divided
Attentive to
screen
Device
Viewers
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Co-presence is
priority
PERIPHERAL VIEWING: LOW ATTENTION, VARIABLE PRESENCE
Common
among
couples and
roommates
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Co-presence is
priority
Desire for
“company” or
“background
noise”
PERIPHERAL VIEWING: LOW ATTENTION, VARIABLE PRESENCE
Common
among
couples and
roommates
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Frequently
linear TV, or a
favorite
standby series
Co-presence is
priority
Desire for
“company” or
“background
noise”
Common for
viewers to use
other devices
PERIPHERAL VIEWING: LOW ATTENTION, VARIABLE PRESENCE
Common
among
couples and
roommates
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DEDICATED GROUP VIEWING: HIGH PRESENCE, HIGH ATTENTION
Content enjoyed
by all or most
Viewers
infrequently
leave the room
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DEDICATED GROUP VIEWING: HIGH PRESENCE, HIGH ATTENTION
Content enjoyed
by all or most
Viewers
infrequently
leave the room
May choose to
extend
engagement
Commonly live
viewing
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Live content Kids use concurrent
screens
Parents and sister
are focused on main
screen Dad uses tablet
during ads
GROUP VIEWING: SCENARIOS IN ACTION
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Mom is dedicated to
main screen content
Teen watches Netflix
while multitasking,
occasionally checking on
main screen
Dad and daughter watch
YouTube on mobile devices
Amazon Instant Video
content
GROUP VIEWING: SCENARIOS IN ACTION
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GROUP VIEWING IMPLICATIONS TO CONSIDER
Many viewers have a limited perspective regarding what is
considered “viewing”.
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GROUP VIEWING IMPLICATIONS TO CONSIDER
Many viewers have a limited perspective regarding what is
considered “viewing”.
Group viewing affects attention, but not in an exclusively
positive nor negative direction.
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GROUP VIEWING IMPLICATIONS TO CONSIDER
Many viewers have a limited perspective regarding what is
considered “viewing”.
Group viewing affects attention, but not in an exclusively
positive nor negative direction.
With multiple screens around to distract viewers, attention
fluctuates and bounces between devices unpredictably.
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GROUP VIEWING IMPLICATIONS TO CONSIDER
Many viewers have a limited perspective regarding what is
considered “viewing”.
Group viewing affects attention, but not in an exclusively
positive nor negative direction.
With multiple screens around to distract viewers, attention
fluctuates and bounces between devices unpredictably.
Because multiple people are in the room paying various
degrees of attention to the main screen, it can be difficult to
gauge exposure to content.
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OUT-OF-HOME
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How do viewers’ approaches to Out-of-Home viewing vary depending upon context and motivation?
?
OUT-OF-HOME KEY RESEARCH QUESTION
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OUT-OF-HOME: INCIDENTAL VIEWING
Reliance on
whatever
device is on
hand, most
commonly a
smartphone
Group viewing
OOH occurs
spontaneously
Typically
involves
short-form
video,
commonly
encountered
via social
media or third
party sites
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OUT-OF-HOME: PLANNED SITUATIONAL VIEWING
Tendency to
prepare by
selecting
specific
device or
ensuring
access to
content
Common
when travel or
long waits are
anticipated
Frequently
long-form
content
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OUT-OF-HOME: CONTENT MOTIVATED VIEWING
Community of viewers is
most commonly sought for
sports or special events
Dedication to viewing in
spite of location
Desire to view time
sensitive content
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OUT-OF-HOME VIEWING IMPLICATIONS TO CONSIDER
The constraints of Wi-Fi and data plans often influence
viewers’ service and content choices OOH.
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OUT-OF-HOME VIEWING IMPLICATIONS TO CONSIDER
The constraints of Wi-Fi and data plans often influence
viewers’ service and content choices OOH.
Those who do not regularly watch OOH do report watching
when they are traveling or on vacation.
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OUT-OF-HOME VIEWING IMPLICATIONS TO CONSIDER
The constraints of Wi-Fi and data plans often influence
viewers’ service and content choices OOH.
Those who do not regularly watch OOH do report watching
when they are traveling or on vacation.
In some cases, the OOH viewing experience replicates the
in-home viewing experience, particularly when it is motivated
by content.
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OUT-OF-HOME VIEWING IMPLICATIONS TO CONSIDER
The constraints of Wi-Fi and data plans often influence
viewers’ service and content choices OOH.
Those who do not regularly watch OOH do report watching
when they are traveling or on vacation.
In some cases, the OOH viewing experience replicates the
in-home viewing experience, particularly when it is motivated
by content.
Some viewers rarely view OTT, except for OOH situations.
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A WORD FROM NIELSEN
Brian S. Fuhrer, SVP, Product Leadership
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THANK YOU
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