Combining insights & analytics to deepen customer understanding

Combining insights & analytics to deepen customer understanding

06 Dec 2021
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Christian KurzChristian KurzSenior Vice President, Global Streaming Research & Insights at Paramount

Currently, as Senior Vice President of Global Streaming Research and Insights at Paramount Global, Mr. Kurz oversees all consumer research and insights for Paramount’s streaming services Paramount+ and Pluto TV worldwide. His responsibilities encompass strategic research, audience understanding with a focus on marketing, content, and product insights, consumer behavior analysis, and thought leadership in media and emerging technologies.

Since joining Paramount Global in January 2011 (formerly Viacom), he has pioneered several groundbreaking initiatives that span diverse demographics globally. Notable among these are projects like “Free, Easy, FAST,” about the consumer evolution in free streaming; "Did You Watch? The Power of Talking About TV," exploring the impact of TV conversations on people's lives; "TV Matters," investigating evolving audience technology preferences; as well as audience and generational focused initiatives like "Reflecting Me: Global Representation on Screen," examining how on-screen diversity shapes societal perceptions; “The Next Normal”, a longitudinal exploration of the generational attitudes around the world and their outlooks on life; and multiple kids, youth, and Gen X, Y and Z focused thought leadership projects (e.g. “Generations”, “Kids of the World”, “The World According to Kids”, “My Teen Life”, “Gen X Today”, “The Meaning of Home”).

In addition to his role at Paramount Global, Mr. Kurz contributes to the industry as a board member of egta, the international trade body of multiplatform TV and audio businesses. His prior experience includes roles with Discovery Communications, The Walt Disney Company, and Warner Bros.

Originally from Austria, Mr. Kurz holds degrees from the Vienna University of Economics and Business, Westminster University in London, and the Chartered Institute of Marketing. Before relocating to New York, he lectured part-time at the University of London’s Birkbeck College, sharing his expertise in business, marketing, and media.

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Description

What is the current scenario within the Market Research world? We spoke with Christian Kurz about his role as SVP, Global Streaming & Corporate Insights at Viacom CBS, the challenges market researchers will face now and beyond, and how he uses analytics and insights to understand consumers in this pivotal moment.

Table Of Contents

Joining analytics & insights together
Unifying these two practices can be both a dream and a nightmare. Christian shares the outcomes he experienced by doing it.
The role of AI
Artificial intelligence can play an essential role in Marketing Research. But how much should one rely on it?
Challenges of post-pandemic
In many ways, the world as we know it has changed. Christian explains how certain methodologies adopted during the pandemic will remain and others will not.
Diversity & inclusion in market research
The world is diverse, and market research should reflect that. Christian explores how his team is considering diversity and inclusion in the day-to-day job.
Strategies of talent retainment
Retaining talent could be more challenging than attracting. See how the leadership at Viacom CBS addresses this issue after experiencing a period of resignation increase.
Advice for the future
Fail fast, often, and quickly! Valuable pieces of advice from the younger Christian Cruz to himself are shared with you here.
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