The Customer Experience in Media and Advertising

Hansa | GCR principals have supported the world’s leading media (traditional and new) and advertising firms.

The recent proliferation of new media outlets and technologies has created a checkered landscape that organizations must learn to navigate so they can convey their message to an ever fluid marketplace.

Our passion is helping our clients reach their target audience and effectively build the strong bonds that lead to deep customer relationship equity.

An organization's success hinges on how well it communicates with its most influential audiences. Our perspective is that any holistic media or ad campaign must meet three core objectives: 1) shape opinions, 2) change consumer behaviors, and 3) build a network of advocates. But how does one know if these objectives are met?

We are dedicated to helping make our clients’ brands and product outreach a relevant, personal experience via targeted media and advertising effectiveness research - all within the context of a forward-looking consultative practice.

At Hansa|GCR we have built a strong tradition of utilizing the latest tools in media and advertising research, coupled with a seasoned team of industry experts. Our goal is to help our clients identify and answer key research questions around their business objectives, be they brand positioning, concept/product testing, or customer loyalty assessment.

Sample research support includes:

  • Pioneering work in new media technologies, including a first-to-market product test of a TV-enabled cell phone prototype
  • In-depth profiles for consumers of Internet, cable, satellite, VOD, DVR and DVDs globally
  • Development work for one of the major networks on a value-add positioning program targeted at older baby boomers
  • Television channel subscriber and viewer analysis including comprehensive profiling of media preferences, programming and time of day usage as well as mood mapping and other techniques to provide insight into programming preferences relative to different viewer segments
  • Print, TV, Radio, and Online wireframe and ad testing across a host of industries, globally, domestically, and market-specific
  • Impact of Green on product and brand communications research across a host of industries globally