How Do We Grow the Research Profession?

Sunday, April 7 |10:30am – 12:00 pm | CR 1, LVH

This panel of professors and industry professionals will discuss changes in entertainment research and the need to expand the size and scope of the research profession.    Unlike years ago when Research Departments only “reported the numbers,”  management now looks to Research for guidance and insights into the rapid changes happening around us – from multi-platform to multicultural, one-screen to three-screen and paper to display.     From the academic point of view, many students are being taught the basics,  however, what is needed is a deeper understanding of  the consumer and  what’s driving their behavior.  The employer perspective is that Millennials are entering the workforce with new knowledge-sets and media consumption behaviors that are changing the game in how content is consumed and researched.      Those knowledge-sets about network TV, advertising, cable, pay cable, digital, syndication or print are valuable.  All of these industries are looking to this new addition to the workforce to help “figure it out.”  Businesses are taking the future of audience measurement more seriously than ever.  In the next five years, how well information to better understand the consumer is collected and analyzed across multiple data-sets (beyond the “Traditional Nielsen Television Currency”), is critical and a key to “growing” as well as  increasing the influence of the research profession.

Moderator:  Bruce K. Rosenblum, Executive Vice President, Warner Bros. Media Research & Insights
Panelists: Nancy Robinson, Director, Education Programs, Academy of Television Arts & Sciences Foundation
Liz Huszarik, Executive Vice President, Warner Bros. Media Research & Insights
Roger Cooper, School of Media Arts and Studies, Ohio University
Patti Cohen, Vice President, Research, CBS Television Stations
Amy Dreher, Vice President, Strategic Learning Initiatives-Nielsen Academics, Nielsen Global Learning