LARC bags 'Best Research Paper Award' in China

SMU’s Living Analytics Research Centre (LARC) Consumer Insights Research Group received the ‘Best Research Paper Award’ at the 7th China Summer Workshop on Information Management (CSWIM 2013) held on 29-30 June 2013 in Tianjin. The event was held at Tianjin University’s College of Management and Economics.

 

The winning paper, ‘Do Household Cable TV Viewing Patterns Demonstrate Efficiency and Concentration?’ is a collaborative research effort conducted with Starhub’s Customer Lifecycle Management Group. The study focuses on understanding household-level patterns for cable TV services consumption and creates the basis for greater value for the stakeholders involved: consumers through higher viewership satisfaction, and providers through higher revenues per user.  

 

The key findings of the research suggest that household-level cable TV viewing patterns are affected by several factors, including the household’s subscribed bundle of programmes; its programme genre preferences; the available time for viewing; and household demographics. Based on the findings, the research team then provided insights on how cable TV providers like Starhub can redesign their programme offerings to enhance the consumer’s experience with cable TV services.  

 

The authors of the paper are ZHANG Peiran, Research Assistant, LARC and a doctorate candidate at Fudan University’s School of Management; JUNG Gwangjae, Research Fellow, LARC; Pulak GHOSH, Visiting Professor at SMU’s School of Information Systems (SIS) and Professor of Statistics at Indian Institute of Management Bangalore; Rob KAUFFMAN, Director, LARC, and Professor and Associate Dean (Research), SIS; and Rae CHANG, past-Research Scientist, LARC.