The Nielsen-funded Council for Research Excellence (CRE) has tapped BIA/Kelsey to conduct a comprehensive review of current industry research about the "user experience" on multiple video platforms.
The assignment is the result of a request-for-proposals that the CRE issued in October 2010. The CRE said that based on the study, it plans to design and commission new primary research into the
latest and evolving formats of video, including live viewing; screen-size impact; HDTV; DVRs; streaming; mobile; game consoles; 3-D TV; tablet PCs; and others as may be found in the course of the
review. Among the questions CRE seeks to address are: • What drives the choice of screen for the consumer? • How does viewing vary with chosen screen? • Is a
given screen a substitute or supplement? • Is there cannibalization of particular formats? • What methodologies are best employed to understand various uses?
The
study is expected to be completed in May.
