SOURCE: BIGresearch

April 20, 2006 15:10 ET

BIGresearch's New Simultaneous Media Software Helps Solve Worldwide Federation of Advertisers Blueprint Challenge

Easier Access to SIMM Database and Media Clusters Provides Consumer-Centric Holistic Insights on Media Consumption

COLUMBUS, OH -- (MARKET WIRE) -- April 20, 2006 -- Overcoming the challenges of consumers multitasking usage of media; and being able to anticipate its impact and synergistic effects with standard metrics just got a lot easier with the beta release of BIGresearch's newest software designed to mine their Simultaneous Media Survey (SIMM) database. The software will provide easy access to BIGresearch's new media consumption clusters which allow marketers to understand the increasingly complex media consumption behavior of consumers.

"Because SIMM is a robust single source sample of over 15,000 consumers conducted twice each year, marketers can view multimedia consumption across different media forms and are no longer bound by media measurement silos which have made cross media comparisons near impossible," said Gary Drenik, President of BIGresearch. "The new SIMM software will allow a marketer to target consumers by our new media consumption clusters. Increased ROI has been an unattainable goal for most marketers because consumers are more selective in the messages they choose to receive and few resources are available to provide a holistic view of media consumption," said Drenik.

The eight new media consumption clusters were discovered through analysis of SIMM done by Don Schultz and Martin Block at the Medill School of Northwestern in collaboration with BIGresearch. "The clusters are unique because they are consumer centric and do not rely on traditional demographics or geographics," said Joe Pilotta, Ph.D., V.P. of Research for BIGresearch. "Through Martin's analysis we are now able to cluster consumers by their consumption based upon 3 key media elements. 1. Experiential Time, the amount consumed by day parts. 2. Simultaneity, the overlapping media consumption or multitasking and 3. The influence of media, which media influences purchases by categories," said Pilotta.

"The Worldwide Federation of Advertisers (WFA) issued a blueprint outlining a vision for holistic measurement. SIMM meets almost all their criteria and the new software helps marketers easily tap the power of the database. BIGresearch will present our findings to attendees of the ESOMAR World Audience Conference June 5 in Shanghai," said Pilotta.

Marketers throughout the world are seeking more consumer-centric insights to help increase marketing ROI. BIGresearch has been conducting SIMM surveys for the past 3 1/2 years in order to provide a large sample single source measurement of over 31 media types to help marketers achieve their increased ROI goals.

The new SIMM software will make it easier for marketers and their agencies to analyze consumer media consumption and develop marketing plans across all media platforms from in store to online. "The SIMM clusters give media planners the ability to break free of their preconceived notions of how people not only consume specific media types but how they engage and influence their purchase decisions," said Jim Geoghegan, President of Media Head.

To receive a description of the media consumption clusters and a Guide to how SIMM helps solve the WFA blueprint for consumer-centric holistic measurement, go to and click on Complimentary Top Line Findings.

To comment on this release visit the BIGresearch blog:

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Simultaneous Media Usage Survey (SIMM) monitors more than 15,000 consumers twice each year. The syndicated Consumer Intentions and Actions Survey (CIA) monitors the pulse of more than 7,000 consumers each month.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent.

About Martin Block

Martin Block is a Professor in the Integrated Marketing Communications Division of the Medill School at Northwestern University and a Partner in Block Research.

About Don Schultz

Don Schultz is currently Professor Emeritus-in-Service in the Integrated Marketing Communications Division of the Medill School at Northwestern University and President of Agora, Inc.

Contact Information

  • Contact:
    Phil Rist
    (614) 846-0146