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Simmons to Launch Engagement Study
In the US Simmons Research, part of Experian, has announced a new National Multi-Media Engagement Study to provide ratings for consumers' 'cognitive, behavioral and emotional involvement' with media.
The full study launch is scheduled for Fall 2006, but pilot will begin within a month, and Simmons is looking for clients who wish to become associate sponsors of the development program.
The study will enable marketers to evaluate consumer engagement levels both within a single medium and across multiple media channels. It will cover several hundred individual media channels across broadcast and cable television, Internet and print, in both English & Spanish. In addition, results will be linked to product and media usage behaviors and lifestyle descriptors in its Unified National Consumer Study.
'Advertisers are looking for meaningful and quantifiable information that will help them understand whether they are truly making a connection with the consumer,' according to President and COO Chris Wilson. 'Traditional metrics of 'counting eyeballs' is no longer good enough as simple media exposure does not equate to how a person thinks and feels about programming and commercial content.'
Simmons first developed its ideas on 'engagement' with its Affinity models during the 1980s. It has recently been working with Scripps Networks, Inc. on proprietary engagement research, with the results shared with the advertising community.
Simmons Research is online at www.smrb.com .
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