AI meets target group analysis: Award for media usage types

26.09.2023

GIM and Erason, a specialist in artificial intelligence (AI), have received this year's Best Practice Award from the German Society for Online Research (DGOF). The DGOF awarded a project within the framework of Digital Media Types (DMTs), a segmentation of media users, specifically enriched with AI data sets.

The nine DMTs, which include the "security-oriented", the "neo-cultural" and the "responsible", provide up-to-date and in-depth insights into the lifeworlds, value systems and interests of media users in Germany - and support program managers in format development, for example. The DMTs are the further developed new edition of the renowned Media User Typology (MNT) from ARD and ZDF.

For Hessischer Rundfunk, the DMTS were enriched with anonymous usage data from the web, such as from social media and streaming services, in collaboration with Erason. Dynamic deep-learning algorithms provide far-reaching information on usage behavior. The results are presented clearly and comprehensibly in a dashboard for program managers, for example.

The jury was particularly impressed by the fact that the DMT dataset can be enriched with new information even after the study has ended. Among other things, fewer questions had to be asked, which served research economy and thus placed less of a burden on respondents than in other market media studies DMTs.