Fox
TMRE 2012 Award Winners Drive Disruptive Innovation
At TMRE 2012 IIR's Marc
Dresner of Market Research TV sat down with Next Generation Market Research
Disruptive Innovation Award Winners: Steven Cohen, Chris Hart, Melva Benoit, and
Jeff Bander.
Dresner of Market Research TV sat down with Next Generation Market Research
Disruptive Innovation Award Winners: Steven Cohen, Chris Hart, Melva Benoit, and
Jeff Bander.
The 2012 EXPLOR Award
went to AOL, BBDO and InsightsNow. And, the NGMR Disruptive Innovation Award
winners were broken up into categories including Thought Leadership: FOX
Broadcasting Co. and trueAnthem, Research Concept Deployment: EyeTrackShop, and
Individual Innovator: Steven Cohen, Partner & Co-founder, in4mation
insights.
went to AOL, BBDO and InsightsNow. And, the NGMR Disruptive Innovation Award
winners were broken up into categories including Thought Leadership: FOX
Broadcasting Co. and trueAnthem, Research Concept Deployment: EyeTrackShop, and
Individual Innovator: Steven Cohen, Partner & Co-founder, in4mation
insights.
To Hart, CEO of trueAnthem, the value of earned media is
somewhat overlooked as everyone is in pursuit of word-of-mouth marketing. 'With
the help of Fox as our partner we are tracking social distribution of content
and measuring the performance of that content. We have identified thousands of
influencers that are key in spreading that earned media awareness across the
social landscape,' he explained.
somewhat overlooked as everyone is in pursuit of word-of-mouth marketing. 'With
the help of Fox as our partner we are tracking social distribution of content
and measuring the performance of that content. We have identified thousands of
influencers that are key in spreading that earned media awareness across the
social landscape,' he explained.
Fox decided to partner with trueAnthem because in the social
space, there is no measurement, so Fox wanted to begin the though leadership of
the foundations for measurement and how media should be counted as it's shared.
space, there is no measurement, so Fox wanted to begin the though leadership of
the foundations for measurement and how media should be counted as it's shared.
'We hope it is the beginning of people having an open
dialogue about how we measure, how we think about it and how we ultimately value
social media,' said Melva Benoit, Senior VP of Fox Broadcasting.
dialogue about how we measure, how we think about it and how we ultimately value
social media,' said Melva Benoit, Senior VP of Fox Broadcasting.
CEO of trueAnthem Cohen has achieved innovative accomplishments in his career, but
something still continues to bother him. He says, 'I try to question the
assumptions of what we do in order to say 'Is there a better way'? I always say
'Why are we doing it that way? Is there a better way? Can we learn a better
way''?
something still continues to bother him. He says, 'I try to question the
assumptions of what we do in order to say 'Is there a better way'? I always say
'Why are we doing it that way? Is there a better way? Can we learn a better
way''?
Bander, president of the Americas and general manager,
EveTrackShop, and his company have a track record of being very disruptive in
the market research world for decades. As the world's first and only online eye
tracking, it has changed the paradigm of eye tracking because they send links
out to anywhere in the world and can see everything about how a person is using
it.
EveTrackShop, and his company have a track record of being very disruptive in
the market research world for decades. As the world's first and only online eye
tracking, it has changed the paradigm of eye tracking because they send links
out to anywhere in the world and can see everything about how a person is using
it.
'Most people have been guessing what's seen and not seen
whether it's print, TV, online video, or websites. Now, companies can simply
show the results. It's not about what you like, it's about what is seen,'
commented Bander.
whether it's print, TV, online video, or websites. Now, companies can simply
show the results. It's not about what you like, it's about what is seen,'
commented Bander.
Check out the full
interview below:
interview below:
Amanda Ciccatelli,
Social Media Strategist at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. She previously worked at Technology Marketing Corporation as a Web
Editor where she covered breaking news and feature stories in the tech
industry. She can be reached at aciccatelli@iirusa.com. Follow her
at @AmanadCicc.
Social Media Strategist at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. She previously worked at Technology Marketing Corporation as a Web
Editor where she covered breaking news and feature stories in the tech
industry. She can be reached at aciccatelli@iirusa.com. Follow her
at @AmanadCicc.
