Peter Drinkwater is the CEO and Founder of SARA (part of the House of Brand Group) which he established in 2011 after 4 years as a Director of Added Value in both Australia and the UK. As a hybrid researcher Peter has always had an interest in pioneering new methodologies and inspiring clients to evolve the approaches that they commission. Peter has been working in the market research and finance industries for over 15 years and was formerly a lecturer of Marketing Communications at UNSW. A popular speaker at conferences, Peter has presented at AMSRS conferences in 2003 and 2010, and was the winner of the People’s Choice Award in 2005. Peter has a wealth of category experience including telco, insurance, airlines, FMCG, media and online brands. He started his career at Dangar Research across qual and quant, then moving into freelancing in qualitative research for 3 years. Fter moving to the UK, Peter was a Director at Added Value working across the global Vodafone and Danone accounts in the areas of qual, quant, semiotics, innovation/NPD, brand strategy and portfolio planning. He won a WPP WIPPED Cream Crème-de-la-crème award (the top Kantar/WPP global research award) for a project he pioneered with Vodafone Group called Ares and Apollo. Peter founded House of Brand after moving back to Australia, and it is now a company with 21 staff and a growing client list of some of Australia’s most iconic brands.
Co-Presenters: Andie Lowings
The art of making movies and TV programs is an inherently creative process. Fundamentally, they’re made to make us feel something, to tap into human emotions, rather than to make us think. And how often is it that we’re told that the world of free-wheeling right brain creativity doesn’t mix so well with the logical left brain world of numbers? So it’s surprising therefore that the standard audience testing approach used by the movie industry is centred around a somewhat archaic pen-and-paper self completion questionnaire. The results are, unsurprisingly, often distrusted or dismissed by Directors. But this reluctance and scepticism is misplaced. More sensitive audience testing can be used to really help a film connect with audiences. You can absolutely put the Science in the Art, using human insights to help drive the creative process, not stifle it. By developing and adopting an approach that combines quant and qual measurement, you get both the what and the why. We’d like to share with everyone our experiences with developing a more holistic approach to audience testing, and the richer insight it has generated.