MSN Research

So some of you might have seen some of these already: there is a mix of 2009 and 2010 research here. Full details of each presentation is below; please can you pick the 3 most relevant to you?



Pre Family Man
Before becoming a Dad, what is it like being a young man? A mixture of responsibility, hedonism and change - in a world where the ideals of manhood are far from clear. How do pre-family men navigate their lives? Microsoft’s Men’s research (Title TBC) presents a quantitative and qualitative analysis of pre-family men, delivering important insights for marketers, publishers and advertisers. The research is in partnership with Sparkler

Showtime

An innovative and award-winning methodology - using consumer’s own text messages - to investigate the role of digital within the media mix of movie-launch marketing. As well as cross-media marketing, the study also measured word-of-mouth, reviews, interviews and in-game buzz. The research is in partnership with MESH Planning.

Econometrics: FMCG, Telco, Retail

Regarded by some as the ‘Holy Grail’ of online advertising research studies, our quest has uncovered hard evidence of Online ads Driving Offline Sales. Econometric modelling is a cross-media approach quantifying the ROI individual media brings to offline sales. The research is in partnership with Brand Science (OMD’s research arm) and we have insights specific to the Retail (UK) FMCG (UK) and Telcos (w.Europe) verticals

The Open Road

A mixed methodology (interviews, groups and online surveys) looking at car buyers, including 300 ‘imminent purchasers’. Fascinating consumer videos reveal how digital has evolved the car buying process to an enjoyable experience providing reassurance, inspiration and empowerment for all consumers. The research is in partnership with Essential Research.

Dwell on Branding

Opinions on ‘what makes a good ad’ may be divided, but we can measure the impact a creative has on consumer behaviour. Working in partnership with Eyeblaster and comScore, Microsoft’s Dwell on Branding research explores the relationship between online ad engagement and branding effects.

Meet UK Media Multi -taskers

Media multi-tasking is now mainstream - 77% of the UK Online population use the internet whilst watching TV, or vice versa on a weekly basis. Media multi-tasking varies by demographic , day of week and time of day – this detailed study from Microsoft Advertising expands on the findings of the EIAA Media Multi-tasking Report, exploring where, when and how to engage with media multi-taskers.

Social Media: Influencing the Influencers

Online Opinion Leaders’ represent only 15% of the total social media audience, yet they have disproportionate influence over the majority. 74% of them say online advertising would improve their opinion of a brand. Only 32% said the same about TV advertising.

The Online Journey

Advertisers know that customer engagement happens at many stages before a conversion but for many agencies and advertisers seeing this all of this engagement in an easy-to-understand and actionable format remains a challenge. This presentation will show a new, simpler way of understanding the sales funnel for advertisers who are beginning to consider how they should increase ROI by attributing conversion credit beyond the last ad

Gamer 360

The in-game advertising audience: competitive, influential, and with a big appetite for brands. An exclusive study of the in-game advertising audience debunks many of the outdated myths concerning geeky, introspective gamers. Instead, the findings reveal an audience that is highly sociable, determinedly influential, and which has a strong appetite for premium brands

Premium Consumers

>Premium’ is a growing piece of the consumer market: from ‘Taste the Difference’ food through BMW’s dominance of the small family car market (more BMW 3-series are sold each year than Mondeos) to the rise of the iPhone, consumers are spending more in specific sectors for quality products and experiences. Previously, logic dictated that it was only wealthy consumers who indulged in this way, but Microsoft's new research into premium consumers (title tbc) indicates that financial affluence is less important than an interest in a product, a desire for quality and an understanding of the additional value of a premium brand in a given sector. The research delves into these motivations and triggers, what makes a brand premium rather than ‘good enough’ or ‘luxury’ in a consumer’s eyes, and how brands can more effectively communicate to the untapped consumer market through online and offline channels.