Data Inspired Creativity

The contemporary media landscape demands that media content producers approach continuously changing consumer preferences in an agile manner, adapting content to audiences. Insights gleaned from large data streams can support creative staff in adapting to trends and preferences of this moving target. This project aims to identify how and when (big) data can inspire Talpa’s cross-media creative innovation processes. Online and offline media consumption generates lots of data. This data can give the media sector insights into latent needs of a fragmented public. In this project it will be investigated how big data can support the development of new media formats in the innovation process within the rapidly changing media industry. The researchers will focus on investigating challenges and opportunities for cross-media companies that can generate valuable insights by combining data from each of the different platforms that they own.