Mind, Myth, Machine

We’re extremely excited to be heading to this year’s ESOMAR Congress in Greece, taking place in September.

Our very own Kevin Thompson, Joint-MD, will be taking to the stage with Kenny Cunniffe, Head of Audience Research at BBC Studios, to present:

When Content Meets People: Breaking out of the straightjacket imposed by traditional views of format, form and genre

For this piece of work, we used AI to classify what people told us about their media consumption. This enabled an almost qualitative analysis of consumer motivations at scale that we could stress-test against time, place, media type and even specific titles – enabling us to answer the big questions, such as why short form is such a competitor to TV.

You can find out more about this year’s ESOMAR Congress, and buy your ticket, here.