TideWatch® and ESPN’s Online Panel Featured in IQPC Conference Session
“Hitting a Home Run with TV Viewers through Online Research”
Alicia Rankin - Director of Primary Research, ESPN, Inc.
At the Market Research Summit held in San Francisco, Alicia Z. Rankin, Director of Primary Research at ESPN, Inc, demonstrated the value of online research to effectively reach a TV audience to help understand their attitudes towards viewing certain programs. In 2003, ESPN worked with TideWatch® Partners to create a proprietary internal panel of ESPN viewers. Surveys of varying lengths and varying topics are administered to viewers who are randomly selected based on their profiling information. The results have allowed ESPN to better schedule the network with more interesting and entertaining programs that still deliver on the sports and sports news they are known for. TideWatch® Partners managing partners, Ken Campel and Michael Pinholster as well as Bryn Burns, Executive Director of Strategic Research, attended the seminar.