Motive8 Examines Consumer Relationship With Media Brands

Media specialist agency Motive Communications has formed a new research project called Motive8. The aim of the project is to maximise the fit between advertising, consumers and media brands. Motive8 can be tailored according to individual brands, and looks at how media saliency can directly influence consumer behaviour.

The research involves the use of a carefully prepared media diary and qualitative techniques which record consumer’s media selection and levels of media enjoyment, and aims to help advertisers to get closer to the consumer. Initial findings by the Motive8 system amongst ABC1 males aged 25-40 show that less than 30% of men make regular dates to watch specific television programmes and that people generally pay more attention to the programmes which they have actively chosen to watch.

Kevin Brown, executive director of strategy at Motive8, commented: “Motive8 develops a means of understanding how brands and media relate in a way that was previously considered impossible. The research offers a deeper appreciation of how the advertiser’s brands ‘fit’ and relate to selected media brands. Although there’s a plethora of research developed for industry use on general issues, there’s a distinct lack of useful research that delves deeper into the brand and its relationships with media.”

Motive Communications: 0171 453 4955