MediaCurves

MediaCurves.com is a website that hosts communications research studies to report on Americans’ perceptions of popular and controversial media events, broadcasts and advertisements^[1][2]. The site was developed by HCD Research, Inc. as a venue to showcase innovations in media research^[3][4].

HCD Research is a marketing and communications research company that was founded 1991, and currently employs approximately 40 people^[5][6].

History

The MediaCurves.com website was launched in 2007, as a follow-up site to Read My Lipz.com, a website HCD Research used to test political advertisements during the 2004 Presidential Election ^[7][8][9]. The goal of Mediacurves.com was to test and report America’s perceptions of popular and controversial media events^[10][11].

MediaCurves.com is best known for testing political advertisements and the Super Bowl commercials^[12][13], an initiative that began in 2007. In 2008, MediaCurves.com received national and regional media coverage for testing campaign ads during 2008 Presidential Election^[14][15].

Although Mediacurves.com is prominently known for testing political advertisements and Super Bowl ads, it also conducts studies on a broad range of cultural^[16][17], entertainment^[18][19], religious and health care related issues^[20][21][22].

“Curves” Technology

MediaCurves’ signature contribution to the field of communications research is a patent-pending, on-line dial testing “Curves” technology. While participants view on-line video content, they move the mouse to the left to indicate low levels of interest and to the right to indicate high interest^[23][24]. The same procedure can be used to measure the content’s believability or agreement levels, among other parameters^[25].

The responses are recorded in quarter-second intervals^[26], and the mean of all responses is reported in the form of curves, which indicate levels of believability, interest or agreement for different market segments^[23]. The study results can also be cross-tabulated to analyze the emotional differences in video content by political party, race, gender, age and other demographics.

References

1. ^ http://webfloss.com/hcd-research/
2. ^ http://www.redorbit.com/news/technology/1190661/mediacurves_web_site_posts_top_five_media_studies_of_2007/index.html
3. ^ http://www.linkedin.com/companies/hcd-research
4. ^ http://www.lead411.com/Company_HCDResearchInc_Kessler_371771.html
5. ^ http://www.zoominfo.com/Search/CompanyDetail.aspx?CompanyID=33802692&cs=QECA8nE7k&IndustryBin=MARKETING&Product=advertising+research&page=1&companyDesc=advertising+research
6. ^ http://www.businessyellowpages.info/company/20734
7. ^ http://www.pressreleasepoint.com/node/128861/pdf
8. ^ http://www.politicsonline.com/globalcontent/elections/elections2004/
9. ^ http://politicalresources.com/Webnotes/issue4_6bot.htm
10. ^ http://www.foxnews.com/story/0,2933,330661,00.html
11. ^ http://www.npr.org/blogs/news/2008/04/bitter_remark_does_not_seem_to_1.html
12. ^ http://www.myfoxdetroit.com/dpp/money/doritos_ad2131312
13. ^ http://www.pratttribune.com/news/business/x512385650/Biz-Bits-Confused-about-the-TV-switch-Some-answers-to-your-questions
14. ^ http://www.msnbc.msn.com/id/27217062
15. ^ http://news.findlaw.com/prnewswire/20080320/20mar20081825.html
16. ^ http://www.washingtonpost.com/wp-dyn/content/article/2009/07/10/AR2009071002935.html
17. ^ http://www.chicagotribune.com/news/opinion/chi-oped0713parkerjul13,0,3310359.column
18. ^ http://latimesblogs.latimes.com/showtracker/2008/11/american-idol-4.html
19. ^ http://www.npr.org/templates/story/story.php?storyId=95567799
20. ^ http://news.prnewswire.com/ViewContent.aspx?ACCT=109&STORY=/www/story/07-20-2009/0005062952&EDATE=
21. ^ http://www.newfluwiki2.com/showDiary.do?diaryId=3570
22. ^ http://www.myfoxdetroit.com/dpp/sports/dpgo_Study_A_Rod_Scandal_Erodes_Public_Trust2146033
23. ^ ^{a b} http://www.bio-medicine.org/medicine-news-1/HCD-Research-and-Muhlenberg-College-Will-Use-an-Index-to-Monitor-Physicians-and-Consumers-Perceptions-of-Health-Care-Reform-39474-1/
24. ^ http://www.cnbc.com/id/32013911
25. ^ http://www.fox43tv.com/dpp/sports/nfl/nfl_schedule/superbowl_dpg_Pick_top_Super_Bowl_commercials_fc_200901272177206
26. ^ http://www.redorbit.com/news/entertainment/1717923/majority_of_americans_say_congressman_kings_comments_about_michael_jackson/index.html