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Media: Double Standards - The brands getting into the heads of consumers.(News International Commercial)(Interview)
With media owners setting up their own insight departments to gain a better understanding of audiences, we meet the heads of two such teams.
CLAIRE MYERSCOUGH - business intelligence director, News International Commercial
- Why did your company create your role?
News International's commercial division was restructured last year to provide a more focused and effective service to our customers. Business intelligence is a key part of this. As a world-class media company, we are committed to generating valuable and pioneering insights for the benefit of our brands and our customers. Also, as a department, we are actively involved with industry bodies and are responsible for the market positioning of our products - The Times, The Sunday Times, The Sun, News of the World, thelondonpaper - and their respective websites.
- How much of your role is working directly with clients?
We work directly with clients on specific research projects relating to campaign and advertising effectiveness and also provide insights into specific advertising categories on purchasing behaviour, trends etc. Our reader panel comprises more than 20,000 individuals, the most robust in our industry, and thus we are able to drill down in considerable depth for consumer and category information.
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