April 2-3, 2019

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Insights in the Digital Age: Mapping Respondents to Online Behaviors

Digital media is a constantly evolving industry. Staying at the forefront of change is critical to thriving in a competitive market and market research is in a position to inform business strategy. Surveys are a commonly used research tool to learn more about human behavior but often rely on self-reported data. By linking survey responses with online behaviors, we can get a deeper understanding of our users to discover insights and help solve business problems. This presentation will show the methodology behind linking survey and digital data and provide various examples of how it helped inform audience growth (e.g., Millennials), editorial content (e.g., topics covered), product development and cross-team collaboration. Recent trends in the digital media and videostreaming space will also be discussed.

Presentation type:

  • Research Report

Subjects covered:

  • Data integration/big data
  • Storytelling/data interpretation
  • New techniques – qualitative and quantitative


  1. How to utilize digital tracking to overcome some limitations with surveys.
  2. Discover how this methodology can help inform business strategy (e.g., audience growth, editorial content, product development).
  3. Learn the latest trends in videostreaming.


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