1- Project Objectives & Approach

2- Research Design

Quantitative Exploration Research Design

Sample Definition

40 media professionals, by industry:
Advertisers: 8
Agencies: 8
Digital Publishers: 5
Content Owners: 6
TV Network/Stations: 4
Radio Network/Stations/Podcasters: 5
Digital Ad Platform: 1
MVPD: 3

Method Used

• 60-minute, 1:1 interviews by video call
• Single participant
• Interviews were transcribed and responses were analyzed using the Constant Comparative method
• Overarching themes identified
• Qualitative results translated for quantitative testing

Key Questions Asked During Interview

• Organizational role and priorities
• Key tasks performed and task cadence (daily, weekly, monthly, quarterly, annually)
• Information used to make decisions
• Software and technology used to successfully complete work
• Skills needed to be successful in the role
• Internal teams that partner with the participant/participant’s department or division to complete work

Sample Definition

40 media professionals, by industry:

900 media professionals, by industry:
● Advertisers: 123
● Agencies: 125
● Digital Publishers: 128
● Content Owners: 124
● TV Network/Stations: 100
● Radio Network/Stations/Podcasters: 100
● Digital Ad Platform: 100
● MVPD: 100

Quotas by Organizational Dept/Division
● Marketing Communications
● Analytics & Research
● Sales
● Engineering
● Creative/Content Development

Quotas by Organization Level
● Entry level
● Intermediate / Experienced
● Senior
● Manager
● Director
● Executive/C-level

Method Used

Online Survey: 39-question survey

• Single response, multiple response, matrix,
• Likert and (2) open-end questions

Persona sample size following clustering:
● Persona 1 (Alex) sample: 621
● Persona 2 (Parker) sample: 279

Key Questions Asked During Interview

• Organizational role and priorities
• Key tasks performed, task cadence (daily, weekly, monthly, quarterly, annually) and priority
• Kinds of decisions typically made
• Information used to make decisions
• Problems with information used to make decisions
• Types of technology tools used in work, cadence of use (daily, weekly, monthly, quarterly, annually), importance, satisfaction
• Changes to improve technology tools used
• Metrics used to make decisions
• Department / division responsible for ME data tools purchase
• Departments / divisions use ME data most often
• Characteristics important to being successful at work
• Skills needed to be successful
• Internal teams worked with to complete work and the importance to work

3- Persona Definition Process

Process

• Synthesized key insights from 40 qualitative interviews and incorporated into the quantitative survey for 900 respondents
• Processed descriptives and frequencies of all variables (questions from the survey)
• Created aggregate and categorical variables, to define the potential differentiating variables
• Conducted Principal Component Analysis, to determine significant differentiating variables
• Processed the Principal Component Analysis on identified differentiating variables, and developed the first cluster per Ward’s Test
• Defined the clusters using K-Means across media industries, organizational level, and division/department
• Examined cluster centroids and standard deviation for significant separation
• Ran frequencies and correlations by Persona to define Persona characteristics and decision framework

Conclusions

• The type of media industry was not found to be differentiating. There were no unique Persona/segments by industry
• Unique Persona/segments emerged across industries. Implying that across the 8 media industries surveyed, there are common characteristics that define a Persona
• Significant variables or unique characteristics across Personas were decisions, skills, and tasks, which formed the primary differentiating attributes to define the Personas or segments
• Purchase authority also helped in differentiating between Personas
• These Personas are quantitatively derived and can form the basis for characterizing specific user stories or scenarios specific to job type or function

4- Market Level Key Insights

Defining Characteristics for Personas

The defining characteristics of media professionals are the tasks they conduct on the job, the decisions they have to make, and the skills they need to be adept at their job.

These attributes have a direct impact on the tools they use.

These defining personality
attributes form the genesis for further definition through user scenarios that are specific to a job type or function.

5- Overview of Segments

6- Decision Framework

7- Next Steps