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Utilizing segmentation throughout the research program as another means of audience measurement

Date of publication: June 9, 2002

Catalogue: ESOMAR/ARF WAM Conference 2002: Television

Authors: Colleen Fahey Rush, Danielle N. O'Reilly

Abstract:

This paper discusses the steps taken by VH1 Research&Planning to imbue a segmentation study conducted in 1999 into other research tools, including qualitative brand work, ethnographic research and quantitative brand tracking, and using results from the brand tracking study to gauge progress across each of VH1's brand platforms (the channel, online, charity initiatives, and previously unmeasured digital channels).

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