Making the consumer the “superhero” of insights programs with Vera Chien

In this episode of "Now That's Significant," host Michael Howard virtually sits down with Vera Chien, Executive Director of Corporate Research, Data and Insights at Warner Bros. Discovery. Vera, a seasoned research leader with over 20 years of experience, shares her insights on the power of consumer-centric research in shaping entertainment content.

Vera provides a glimpse into the vast landscape of Warner Bros. Discovery, highlighting the diverse range of titles and genres. She delves into the structure of the insights function at the company, emphasizing the collaborative efforts between teams focused on specific areas like film, TV, and streaming, and those with a broader, more strategic purview.

Vera emphasizes the importance of understanding consumer behavior, particularly in today's rapidly evolving entertainment landscape. She shares intriguing insights, such as the phenomenon of "rationing," where viewers intentionally slow down their consumption of beloved series to 'milk out' and delay the inevitable ending to one of their favorite shows. She also discusses the unique viewing habits of younger generations, like millennials and Gen Z, and how their preferences are shaping content creation strategies.

Vera emphasizes the importance of both qualitative and quantitative research methods, including traditional techniques and more experimental approaches like qual research and behavioral quant techniques.

She highlights the significance of data visualization and storytelling in bringing insights to life and influencing stakeholder action.

Vera discusses the importance of leveraging both first-party and third-party data sources, including social listening and syndicated data, to gain a comprehensive understanding of consumer behavior.

She shares her excitement about the potential of AI and machine learning in revolutionizing the insights sector, in areas like adaptive conjoint analysis, natural language processing for data querying, and automated data visualization.

Vera underscores the importance of staying ahead of the curve in a rapidly changing entertainment landscape, with the rise of new formats like vertical video and immersive technologies like AR and VR.

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

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