March 5-6, 2019

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The Human Approach in the Age of Big Data: Combining Qualitative, Quantitative and Eye-Tracking Research to Deliver Insights for Brands, Advertisers and Media Companies

Room 3 | 9:15-9:45 | Tuesday, March 5, 2019

As consultants, Horowitz is frequently asked to advise companies on how to make sense of the evolving relationship consumers have with media, technology and brands. Particularly, in this era of connected devices, multiple screens and the ability to fast-forward or avoid commercials altogether, advertisers and networks have struggled to justify the value of traditional TV advertising. Specifically, some of the questions we are asked to address include:

– Are consumers really paying attention to TV ads anymore? How do some of today’s distractions (digital or otherwise) impacting advertising effectiveness?
– Are there differences in recall by the type of advertising or the type of content it is embedded in?
– Are traditional measures of exposure enough or should other factors come into play that could contribute to a new way of measuring (and monetizing) advertising?

While there is no one methodology that acts as a silver bullet, by integrating eye-tracking into their most recent projects, Horowitz has uncovered new insights about what attention and engagement really mean in this new media era.

Adriana Waterston, Horowitz’s SVP of insights and strategy, will share how their multimodal approach brings the human perspective back to the big data world of advertising. Drawing on their own syndicated research and expertise in the TV and media space, custom qualitative and quantitative research and eye-tracking, this innovative framework delivers insights that give brands an edge.

Presentation type:

  • Best Practice Workshop

Subjects covered:

  • Storytelling/data interpretation
  • Industry trends – future of marketing research
  • Hybrid/mixed methods (qualitative, quant, mobile, SM)
  • Ethnographic/observational research


  1. Why it’s important to use multimodal research for a true, holistic picture of consumers.
  2. How to use eye-tracking for new insights.
  3. An understanding of the role of TV advertising in the new media ecosystem.


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