NewYork, 30.01.2017

GfK to help content creators, distributors add “sexy spin” to sales stories

Leveraging high-quality, emotionally rich consumer data is key – GfK presenters at KNect 365 conference

To capture audiences and ad dollars in the super-competitive digital space, TV content creators and distributors need to take their sales games to the next level. At the KNect 365 Media Insights & Engagement Conference tomorrow, a team of GfK media experts will share techniques for creating “stories that sell,” drawing on high-quality consumer data rich in emotional insight and color.

The GfK team – presenting at 4PM on the first day of the three-day event in Fort Lauderdale, Florida – consists of Jola Burnett (VP, Consumer Life), Karen Ramspacher (SVP, Consumer Insights & Trends, GfK MRI), and David Tice (SVP, Media & Entertainment).

Their presentation, “Put a Sexy Spin on Your Sales Story,” will show how a deeper understanding of TV and “TVideo” viewers can help marketers understand the value of these audiences and target them effectively.

The presenters will draw on three celebrated GfK sources of media insights – GfK MRI, Consumer Life, and The Home Technology Monitor™ – to demonstrate how content developers and distributors can leverage a variety of consumer data. Highlighted in the presentation will be  

  • overall trends and viewing
  • use of streaming and/or traditional TV and video services
  • motivations for watching specific shows
  • perceptions about favorite brands
  • personal values and dreams

Jola Burnett consults with many Fortune 500 clients, helping them gain a rich understanding of consumers in the US and abroad. Her category expertise includes media & entertainment, advertising/PR, health, consumer goods, personal care, beauty & fashion, food, and retail.

Karen Ramspacher identifies and explores drivers to consumer behavior in the changing media landscape and beyond. She began her media career as an account planner at boutique ad agencies, then worked in TVideo research at Oxygen, Fuse, and Pivot/Participant Media.

David Tice has worked in media research at GfK, Knowledge Networks, and SRI. He has overseen projects for many broadcast and cable networks, sports leagues, and industry associations. He has also authored over 100 reports for the Home Technology Monitor™ research series.

About GfK

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.

For more information, please visit or follow GfK on Twitter.

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