kwendi impact meter tv study (eng)

© Kwendi Impact Studies, 2011

KWENDI

Impact Metertm

Testing TV Shows as never before


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


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


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


Clients (non-confidential projects)


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


References From Our Clients

8

1+1 TV channel

Kraft Foods Ukraine

Samsung Ukraine

Toyota Ukraine


Testing TV programmes

9


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


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


Samples


Impact Meter Data

13

Two sets of data

Analysis of instant reaction Analysis of questionnaire


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


Sample Instant Reaction Curves

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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


Sample Instant Reaction by Scene

16


Sample Instant Reaction – Scene Ranking

17

Negative start creates risks of losing audience


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)


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


General Impressions – Ranking by Factor

20

Открытый вопрос. Множественный выбор


Scales To Measure General Impression

21


Character Ranking vs. Amplitude

22


Scene by Scene Analysis Sample


-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


Reasons Behind Instant Reaction Explained

25

61

31

Вверх Вниз


Contacts


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

[email protected]


Thank You For Your Attention!

kwendi impact meter tv study (eng)

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