Arun Sudhaman 13 May 2019 // 2:15AM GMT
SINGAPORE — Turner has brought in Edelman's Predictive Intelligence Centre (EPIC) to help it understand how someone can go from casual consumer to uber fan.
The data and analytics assignment will see Edelman’s psychometric, behavioural and data scientists attempt to uncover what drives one person to purchase and another to abstain. Turner's entertainment brands include Cartoon Network, Boomerang, Oh!K and Warner TV
"With the data and technologies available to us, it’s no longer sufficient to comb through demographic data and media consumption habits to understand how to appeal to our target audience," said David Webb, senior director of data and insights for Turner Asia Pacific.
"What matters is understanding an individual’s values, motivations and what triggers them to act," added Webb. "We’ve put a lot of work into getting to know our fans. We know their likes, dislikes, habits and routines, but we’ve yet to crack the science of what makes a fan a fan. The work with EPIC will charter brand new territory in understanding fandom so we can get closer to our fans."
Edelman's EPIC unit was initially formed in conjunction with Singapore’s Economic Development Board last year, as part of a three-year partnership to research and develop new approaches to communications planning, using predictive and intelligent technologies.
EPIC GM Yeelim Lee said that the Turner assignment would require the application of "consumer purchasing journeys, fan engagement logic and a proprietary model of participatory fandom to get to the heart of what motivates consumers to engage at different stages of the fan journey."
"We now want to uncover the science of fandom so Turner can maintain its market leader position," added Lee. "With the model, not only will we be able understand what motivates, but what triggers consumers to become even more engaged over time."
Turner has focused considerable effort on its fan engagement campaigns, which currently include podcasts, pop-up exhibits, themed cafés, immersive web experiences, and even Cartoon Network waterparks.
Edelman's own Earned Brand study has found that two thirds of consumers globally will buy or boycott a brand based on its position on social or political issues. Accordingly, the work with Turner aims to help the company understand what drives one person to purchase and another to abstain, against a backdrop of lower brand loyalty.