Senior Vice President, Research Solutions
Britta Cleveland is the Senior Vice President of Meredith’s Research Solutions group, a position she has held for 15 years, since 2004. She is responsible for research accountability and consumer insights for all of Meredith’s National Media Brands, including three of America’s top 10 magazines in terms of circulation: People, Better Homes & Gardens and Real Simple and leading women’s websites, such as allrecipes.com, people.com and parents.com.
Prior to joining Meredith, Cleveland was the Director for Advertising Research at Reader’s Digest, and also spent more than 10 years on the advertising agency side of the business in the NY offices of Saatchi & Saatchi Advertising and held media planning positions in the San Francisco offices of Foote, Cone & Belding and Dancer, Fitzgerald, Sample.
Cleveland has written and presented papers at numerous industry events covering issues related to advertising effectiveness and research insights, including a paper at the last 9 Print & Digital Research Forums. Over the past 8+ years, Cleveland's focus has been on tackling the issue of accountability (magazine and digital) and specifically the development of an accountability metric that attributes sales lift to advertising exposure in magazines, digital & video. She has written award-winning papers outlining the Meredith Sales Guarantee, which is going into its 9th year. She was on the leading edge of the “engagement” movement when she developed the “Involvement Index” (“The Involvement Index: A Study of Consumer Attitudes and Advertising Potential in Magazines”) early in 2000.
Cleveland's key focus has been on uncovering the drivers of ad effectiveness, including quantitative proof of the role advertising creative plays in the equation, the importance of magazine inputs for Media Mix Modeling and, most recently, ‘bottom funnel’ ROI metrics. She’s also excited about being on the forefront of the transformation of research from data delivery to story-telling, particularly the role of “listening” to generate consumer insights. She co-authored a paper with Communispace entitled: “Meredith’s Silver Bullet: Leading with Market Knowledge and Innovation. Women are Talking. We are Listening”, focusing on the benefits of really listening.
Cleveland consistently challenges herself and her team to look for ways to improve and simplify, with the goal of providing practical, user-friendly, actionable information grounded in consumer insight. One of her goals is to raise the level of interest in research beyond the research community by providing practical solutions and tools to simplify the complicated.
Cleveland is active in numerous industry groups including the ARF (Board Member and committee involvement), MMA, MPA, MRC Executive Committee, TNS Advisory Committee, Media Research Council, PIB Technical Advisory Board (vice chair).