Thomas Voigt
We connect data silos and develop strategies
Services
BLINQ is a media research consultancy. Our focus is to understand consumer behaviour in changing media markets across the globe.
I have over 20 years of international expertise in media research and know how to design an analytical approach to identify key drivers of consumer behaviour and tell you why it matters.
EXPERTISE
I gained my experience in company’s like Discovery, SKY, Nielsen and the GfK, including:
• Setting up, led and transformed research departments
• Impacted commercial negotiations, channel launch strategies and M&A
• Working across 33 TV markets, including the USA, UK, Italy, Germany, Poland and Latin America
• Conducting over 100 qualitative and qualitative research projects
• Focussing on Factual, Lifestyle and Sports genre
Speciality
I am specialised in the following three areas:
1. Video ROI Analysis
I have developed innovative KPI's to measure video content performance holistically across linear (TV) and non-linear platforms. I look at the reach of audiences, the contribution of shows to the overall rating and the engagement with them. I connect this information with financial metrics to identify efficent content strategies that deliver.
2. TV Ratings Analytics
I have a deep understanding of TV ratings and reporting tools, like AdvantEdge, TVScope or InfoSys and can help you to extract key messages of viewing behaviour. I make TV rating analysis easy to understand to everybody.
3. Brand Research
I understand the power of branding and are able to design brand research to compliment any content analysis. That includes brand survey's combined with qualitative approaches to understand consumer decisions better.
Background
Exceptional international research leader with over 20 years of industry knowledge, providing a unique mix of creative, strategic thinking and clear understanding of complex data environments. Successfully set up, led and transformed research departments to influence top business decisions, like commercial negotiations, channel launch strategies and M&A. Energetic entrepreneurial personality with focus on delivering fast, efficient and solution orientated. Natural ability to coach high performance teams and build strong relationships.
Founder and Owner of BINQ Consulting Ltd. since March 2018
Discovery, Research Director CEEMEA, London (2015 - 2018)
·Transformed linear/non-linear data reporting across region, including identification of key metrics across platforms, automated complex multi-source data gathering and processing, BI visualisation implementation and coaching of team to report on impactful insight stories to influence SMT and corporate functions.
·Developed and implemented research strategies including long-range-planning to drive portfolio performance and subscriber growth (ROI analysis), research lead on product development and testing of digital products.
·Development and implementation of innovative content performance metrics and databases to support content acquisition and finance departments.
·Identified consumer, advertising and content trends and present company wide via Workplace live broadcasts, driving the shift in acting towards becoming a leading DtC content provider.
·Mentoring a team of 12 researchers across the matrix organization.
Discovery, International Research Director TV and Digital Media, London (2011 - 2015)
·Worked for the President of Discovery International to understand ratings-, trend- and consumer- behaviour across 40 key markets outside the US to drive new business initiatives in the linear and non-linear space.
·Developed and rolled out global BI tool to understand total video consumption combined with social media behaviour, saving US$ 200k per year by leading into faster and more efficient decision making across all functions and levels involved (250 users).
·Built and led Discovery’s international digital research forum, educating 200 researchers and digital teams across all regions.
·Act as thought-leader for global ad sales projects with blue chip companies, like P&G and Unilever to measure success of brand sponsorship projects and delivered powerful case studies to use in client pitches.
Discovery, Research Director Germany, Munich (2006 - 2011)
·Built-up from scratch and led research department of 5 people. Controlled 7-digit Euro budget to increase ad sales and affiliate revenues for DMAX and Discovery Channel by annually 30%.
·Established and led 25 qualitative content deep dive projects to understand and educate local management on rating drivers, resulted in annual rating growth of 20% in this time.
·Established Conjoint Measurement project to quantify importance of Discovery Channel in pay TV packages, resulting in high price strategy with revenue uplift of 15% in decreasing prize market.
·Invented PR-Research series “Men Senses” to position Discovery as a leader in male focused broadcasting to consumers, ad sales clients, agencies and press. Results published in Germany’s national press, e.g. BILD, Spiegel, Focus.
·Led multi country econometric ROI study to identify/quantify leavers of channel performance and created scenario tool to simulate effects of marketing initiatives. Model used by Finance and Marketing to understand impacts on ratings.
Sky, Germany Senior Manager Market Intelligence (2006)
·Built up from scratch weekly insights reporting to content board members, leading to improved programme investment, resulting in uplift of ca. 20% in SKY subscriber’s key satisfaction score.
·Led “Big Brother” conception study in cooperation with GfK and consulted production company Endemol, delivering rating improvements by ca. 30% vs. previous season.
·Consulted on efficiency of viewer panel management to improve quality of reporting households.
Nielsen, Senior Sales Manager, Hamburg (2003 - 2005)
·Generated new business of 15% of total annual revenue (7-digit Euro budget) by selling rating and advertising information to German TV broadcasters and international media agencies/advertisers.
·Company representative and speaker at media conferences to position Nielsen as an expert in advertising expenditure measurement.
Nielsen, Marketing Manager, Hamburg (2000 - 2003)
·Product development of 12 new analytics products (development and launches) that were successfully sold to and implemented at 56 client sites.
·Onsite software training and support for 150 media clients.
·Developed and established internal pricing tool to plan and predict future revenues.
·Invented and launched client web portal, which resulted in improvement of client engagement.
Nielsen, Key Account Manager, Hamburg(1998 - 2000)
·Project-managed Germany’s first digital Nielsen TV panel by leading a team of 8 people, responsible for a one million Euro project fulfilment.
GfK, TV Research Department while studying at university (1992 - 1997)
EDUCATION, TRAINING AND DEVELOPMENT
University of Erlangen/Nuremberg, Germany: Master of Business Administration
Additional courses and qualifications: Reporting software: BARB, Nielsen, TechEdge, TNS, INFOSYS, IBOBE, MARKDATA, ComScore DAX, Google Analytics, Omniture, Socialbakers, EMS Choices, Facebook Insights, etc
LANGUAGES: German (native), English (fluent), French (intermediate)