It’s the curse of being a researcher. Our clients often ask us what’s going to happen in the future. But the truth is that researchers have a limited perspective: we see things through more of a rear-view mirror than a crystal ball. At best, we can look at what just happened, review findings from other […]
Polishing the Crystal Ball for the Future of Audio Read More »
Working on brand lift studies for audio I am often reminded of David Ogilvy’s complaint in Confessions of an Advertising Man that some marketers use research “as a drunk uses a lamppost—for support rather than illumination.” That quote goes back nearly 60 years now to the Mad Men era of advertising, but the point may
Using Brand Lift Studies for Illumination as well as Support Read More »
It’s one of those COVID things. Since the pandemic closed all the gyms, my wife and I have been taking morning walks around our neighborhood to stay active and get some fresh air. Most days, we walk past a transit shelter poster frozen in time since January, blaring “Auténtica Cuba.” With COVID putting the brakes
What You Can’t See Can Help You: The Hidden Value of Brand-Building Read More »
In all the years I’ve worked in media research, I’ve noticed that most content can be split into two categories: broad and shallow, or narrow and deep. The first has greater reach, while the second has greater engagement. Think of it this way: Nearly a billion people around the world tune in to watch the
Are you Maroon 5 or Phish? The Yin and Yang of Content Read More »
Yes, this is a crazy time to start a new research company. We’re all going through a serious rough patch. The fact is it wasn’t supposed to be that way. Why Signal Hill Insights? Signal Hill Insights began as a gleam in our eye about three years ago. Our friends at Pacific Content had just
What? You’re Launching Signal Hill Insights Now? Read More »
You don’t have to be Marshall McLuhan, or even understand him, to know that every medium has its natural strengths. TV works differently from radio, and radio fills a different set of needs than print. And it’s no great leap to see that the physical platforms on which each medium lives also play a role
Is Your Audio Content on Platform? Read More »
There’s a touching scene in the Glen Campbell documentary, “I’ll Be Me.” Campbell, who is struggling with Alzheimer’s, is being asked by his doctor what year it is, then what month it is, and what season it is. Campbell answers: “I don’t need to know all that.” It’s as if it’s Campbell’s way of coping
You Don’t Need to Know All That Read More »