Consumption Analytics

Inside Media connects the dots between media consumption and consumer purchasing through a new type of media planning model based on measure of audience media consumption rather than media and marketer message distribution.  Traditional methods of planning, developing, implementing and measuring media forms, separately and independently, based primarily on how advertising messages are distributed, i.e., through television, radio, newspaper, outdoor and others, ignore the increasing availability and complexity of the media marketplace and consumer usage of those media forms and types concurrently and over time. With the huge explosion of new media forms, new media technologies and the continuing time constraints of consumers, simultaneous usage or media-multi-tasking is a continuing and growing phenomenon. However, the current media planning and measurement methodologies do not account for multiple media or simultaneous media usage and totally ignore any type of inter-media interaction. There is no other consumer research firm or ratings service that measures more than one specific media at a time.
 
 
Simultaneous Media Usage (CLICK here to view examples)
The proprietary and custom model we use is based on the amount of time individual consumers spend with each media form and the combinations of those media accessed by day-part.

The key elements that comprise the first step in our SIMM media clustering model are:  

	Ø	The amount of time each person spent with each media by day-part
	Ø	The amount of simultaneous media usage (multi-tasking) that occurred
	Ø	The various media combinations attended to
	Ø	The impact of synergy or media interactions at the consumer level
	Ø	Whether the consumer primarily gives or gets advice on product purchases
	Ø	The speed of delivery or the timeliness of the media source

SIMM will then merge the populated media clusters into consumer-centric media consumption profiles comprised of people who report: based on:

	Ø	Similar media usage by form and by day-part.
	Ø	Similar simultaneous media usage patterns.
	Ø	Similar impact of media forms on purchase decisions as identified by product line and retailer.

Customer Intentions and Actions
Our monthly CIA survey delivers fresh, demand-based information on where the retail consumer is shopping and their changing behavior. Unlike indicators based on past performance and purchase patterns, our data brings insight on where the consumer is going, their intentions and actions. In other words, we are able to pinpoint consumers that plan to purchase specific products, as opposed to consumers that have previously purchased specific products. Inside Media is the only advertising or media agency that has this cutting edge consumer research technology. All other consumer behavioral research firms (Media Audit, Scarborough, MMR, and Simmons) base their findings on the consumers past behavior and purchase patterns in order to forecast future consumer purchases.