MediaWeek -

-By Katy Bachman

To better understand how people consume video across new and traditional platforms inside and outside the home, Nielsen Media Research’s Council for Research Excellence announced Monday it had commissioned a pilot study by Ball State University’s Center for Media Design.

For the pilot study, researchers will directly observe the minute-by-minute activities of a sample of participants. The findings will help researchers assess the viability of a larger study that would run over a full year and provide information on how different video platforms might be measured, in keeping with the goal of Nielsen’s Anytime Anwhere Media Measurement initiative to offer integrated video measurement across video platforms.

The study was proposed jointly by Ball State’s Center for Media Design and Sequent Partners, a brand and media metrics consultant.

“This study represents an important step toward better understanding how consumers interact with the multitude of new video outlets and devices available to them,” said Mark Kaline, global media manager for Ford Motor Co. and CRE chairman.

The CRE was created in 2005 by Nielsen to serve as an independent forum for Nielsen to help determine the ratings firm’s research and development spending. Nielsen set aside $2.5 million for the CRE, and renewed an additional $2.5 million earlier this year. Nielsen is owned by Mediaweek parent VNU.