The Media Leader Podcast Why there is a 'human premium' in consumer research — with IPG Mediabrands' Michael Brown
At the heart of every media plan is the need to understand what a consumer wants; wants from your brand, your product, how they want to be spoken to and through what touchpoints.
Michael Brown is the UK and EMEA head of research and insight, and a senior managing partner, at IPG Mediabrands.
He joined host Jack Benjamin to discuss how his craft of both qualitative and quantitive consumer research is adapting to meet changing needs of CMOs, and how he is integrating AI into his work practice.
Brown believes wholeheartedly that the human element is at the core of consumer insights, and he explains why it’s important for media companies and brands to continue taking that into account.
As part of the conversation, the pair also spoke about key insights trends, including the seeping of politics into social listening online, and what it means for brands who have demonstrated care (or lack thereof) to diversity, equity and inclusion efforts.
In addition, Brown addressed how he and his team are handling any uncertainty over Omnicom’s forthcoming acquisition of IPG.
Highlights:
3:14: How demand for research and consumer insight is changing, and the crisis of "information overload" in the age of AI.
11:34: Why true insight and storytelling require a "human premium".
16:41: How do CMOs take on research?
20:44: What's trending right now? Social listening, Reddit, and political controversy.
28:24: Are brands shying away from responsible media investment and diversity, equity and inclusion?
33:52: Reactions to Omnicom's acquisition of IPG.
37:47: Is the social culture of adland changing?
Related articles:
The ad gap: Why marketers are falling behind consumers, and how to catch up
Consumers seeking comfort online more likely to view advertising positively
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Thanks to our production partners Trisonic for editing this episode.
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