Researchers from GfK MRI have won three awards at this year’s Print and Digital Research Forum (PDRF) for their pioneering work in measuring magazine readership, connecting advertisers to print audiences via programmatic buying, and boosting the reliability of consumer surveys.
Dr. Mickey Galin (EVP, Research, GfK MRI) and Lori Jacobs (Director, Time Inc.) won the Best New Idea prize, while Dr. Julian Baim (Chief Research Officer, GfK MRI) and Dr. Martin Frankel (Consultant, GfK MRI) each won an award for Best Technical Innovation. The prizes were presented at the recent PDRF conference in London.
Galin and Jacobs collaborated on “Programmatic for Print Buying – Developing Innovative Solutions to Connect Advertisers to Print.” They explained Time Inc.’s innovative approach to applying “digital programmatic” concepts for buying ads in printed magazines. Through Print Programmatic, Time Inc. is selling guaranteed audience segments (based on demographics and behavior) using GfK MRI’s consumer insights. The new segments – which can be used for both print and digital buys via Time Inc.’s Print Programmatic solution – include Auto Intenders, Fashion Followers, Foodies, Pet Owners and Sports Enthusiasts.
Baim was honored for “Alternative Statistical Techniques to Address Non-Response Bias.” With response rates for national readership surveys declining, Baim explored the use of auxiliary data in post-survey weighting algorithms to estimate the behavior of non-respondents. GfK MRI has appended a number of survey variables to its Survey of the American Consumer – the media industry currency for measuring magazine and newspaper readership – to investigate their use in future studies.
Frankel was cited for “Improving Statistical Reliability of Magazine Audience Estimates.” To offset survey-to-survey variations in GfK MRI ratings estimates and audience demographic profiles, Frankel developed a modified weighting scheme that has reduced random error by approximately 13% for average magazine issue audience estimates and 21% for title-specific median household income levels.
The PDRF provides a global forum for advertisers, agencies, publishers, industry bodies and research and software providers to share their expertise and experiences and to develop credible business models backed by robust research.
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.
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