Who, What, When, Where: Horizon Seeks To Answer The 'Why' With New Group

Horizon Media Tuesday unveiled a new consumer insights division, aptly named The Why Group, which it says will expand on its pre-existing research and insights operations by placing an emphasis on "cultural and social trends," especially social media.

The independent media shop named Sheri Roder Chief of Why, with responsibility to oversee the new division. Roder, who was senior vice president-managing director of consumer insights, previously led Horizon's "Curious" division, which became so embedded into Horizon's operations that the agency said it needed to expand its tracking and analysis of consumer behavior to the next level - beyond being just curious, and actually explaining why people do things.

"Why will investigate the 'whys' from multiple angles," Roder explained in a statement, "from what drives people internally to behave the way they do to what's happening externally that impacts their behaviors and attitudes."

Horizon said Why is developing an "on-the-ground trendspotting network," and would incorporate the agency's existing online panel, dubbed the "Horizon Listening Post," as well as other social media analytics.

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