The industry has established many notions about media usage which seem rational, but studies show that consumer media usage habits are as surprising as the gadgets that drive their behavior.
Consumers’ media usage is evolving as quickly as the technology driving the change.  Rather than simply moving away from traditional media to new and innovative options, [...]

The days of identifying a target audience by age and sex are long gone.  Nowadays, we usually identify target consumers by their behavior—what they buy, what they don’t buy and what lifestyle factors influence their need or desire for a product.
Meanwhile, media has also changed.  While TV remains enormously valuable to brand communications, it is [...]

Despite digital’s seamless presence in my daily habits, Sunday includes a read of my local paper. It’s a bit of a ritual – one that research suggests will not be picked up by my children.
Regardless, one story in particular stood out: “Data deluge will reboot our brains.”
“Through emails, texting, internet surfing, reading and other media, [...]

As marketers, we love to have power.  We like the power to create brands and products that have value for consumers.  We like the power to craft a message and place it in a targeted medium.
But what about the power that comes from listening?  Admittedly, it doesn’t sound very exciting.  Wouldn’t we all rather talk [...]