Three projects in three films: my time at ESI Media

Evening CatchRecently I finished a sixteen-month stint as the head of audience and insight at ESI Media, the publishers of The Independent and Evening Standard.

My time there was bookended my two monumental events in British newspaper history. The Independent print edition was closed two weeks after I joined and the title became digital only. A few weeks before I left, George Osborne, then a sitting MP, took the reins as editor of the London Evening Standard.

Between those two events I ran the research team and delivered research projects. We made three-minute films about three of the research projects and they can be found here.

The projects were designed to be standalone projects in their own right. When the team and I finished them we realised they complimented each other. In effect, the three films together create a triptych effect; three pictures that sit together side by side creating a bigger picture.

The first project the team and I delivered was christened Evening Catch. It is about the money commuters spend after work – from visiting shops and venues on the way home or in the evening to shopping online at home or even whilst commuting.

It was a timely project because mCommerce whilst commuting had recently been dubbed Commuter Commerce by the Centre for Economics and Business Research. They’d even put a figure on it. It was worth £9.3bn in Britain alone in 2015.

It was also timely because I’d just arrived at ESI and wanted to deliver the kind of project that would deliver lots of ammunition to the salesteam; nothing too esoteric at this early stage.

The questionnaire generated much data about the money being spent by commuters, category by category. It also revealed the importance of London (and Evening Standard readers) to commuter commerce. This is understandable because Londoners are ahead of the tech curve and most workers commute by public transport.

The film is a lovely animation and we join a set of characters as they shop and spend their way into the evening.

The second project was about London and Londoners. This time we joined forces with the research team at the buying agency Zenith to run the project.

We set ourselves two questions. Are Londoners a more valuable advertising target than non-Londoners? And do advertisers need to fight harder for attention in a city bombarded by advertising?

The research revealed that, for three reasons, Londoners are more likely to be influenced by advertising. They’re more likely to make a purchase on gut feel and advertising informs instinct. They’re friendlier towards advertising and less suspicious of it (as a result of that they feel no more bombarded by advertising than average). They’re also able to act on advertising, being surrounded by points of purchase; most work close to high street shops, for example.

The film tells this story and points out that these points are even truer for London’s Evening Standard readers.

The final film is about Achievement. This was the most esoteric of the three topics.

A big finding of the research was that people measure how well they’re doing in life by the experiences they’re having. In fact it is the number one measure, ahead of salary, job title and even work-life balance.

There’s a big city story here too. If you live in a city like London with great experiences on your doorstep, even after work, you’re likely to enjoy them and feel like you’re achieving.

Big cities also help people copy, collaborate and compete, thereby driving achievements. As a result they instil a sense of confidence. Londoners consumer confidence is in the positive zone whilst, after Brexit, the nation’s consumer confidence is below zero.

The film about Achievement brings these factors to life.

I hope you enjoy them if you get a chance to view. If you do, I hope you agree with my triptych analogy. To me they’re also windows looking back on an enjoyable time with the likeable people at ESI Media.

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