The Association of National Advertisers (ANA), and its subcommittee, the Alliance for Family Entertainment (AFE) launched #SEEHER, a movement to increase accurate portrayal of women and girls in media. Advertising and entertainment programming are a powerful solution to changing public perceptions about unconscious gender bias. With a goal of increasing accurate portrayal of women and girls in media 20% by 2020 the ANA/AFE created data to benchmark progress called GEM (Gender Equality Measure) ABX, an ANA/AFE research partner, developed metrics, utilizing ABX syndicated research, to implement GEM scores across media and entertainment, creating the accountability for change.
We are now citizens of a socially networked mobile world where the default setting is always on. Embedded within the digital life streams of the millions of people online lies an abundance of data in pictures, videos, words and interactions. The more people experience this dynamic, two-way engagement, the less they want to be involved in traditional, structured research. The future is about socialising traditional research a brave new world of immersion, augmented reality, geo- location, co-creation... the addition of a little social into everything we do so that consumers are engaged in ways that capitalize on and mimic their expectations given the realities of todays new world. Welcome to the new normal. Are you ready?