Warner Bros. Media Research & Insights Expands

In an effort to better predict and capitalize on the dramatic shifts in content consumption and audience behavior, Warner Bros. Media Research & Insights is expanding its operations to include a vertical dedicated to worldwide consumer products and franchise research naming research veteran Tania B. Missad as vice president. 

In addition, the organization is naming Linh Mata as its new VP, digital platforms and strategy research.

Tania Missad joins Warner Bros. Media Research and Insights from Mattel Inc. where she served in multiple roles, most recently as senior director, global consumer insights. She and her team led all research related to the core Girls and Wheels portfolio which included Barbie, American Girl, Hot Wheels, and licensed DC products including the new hit franchise DC Superhero Girls.

She recently led all strategic insights related to the Barbie turn-around, including Barbie’s expanded diversity and new body types. Prior to Mattel, she held multiple positions at Johnson & Johnson, Neutrogena and Pfizer Pharmaceuticals, and began her career at the global research agency TNS, working primarily on P&G brands such as Olay, Tide, Pantene and Turner’s Cartoon Network, with a focus on global, Latin American and US Hispanic consumers.  

With nearly 20 years of experience in media, product, consumer, and ad sales research, Linh Mata re-joins Warner Bros. from Apple, where she served as head of insights-West for iAd. There, she spearheaded all West Coast insights efforts and designed innovative, customized research solutions in support of sales, product and marketing initiatives. Previously, she held multiple roles at Yahoo, her latest being senior manager, product insights for mobile and emerging technology, executing critical marketplace analysis and research on consumer behavior and competitive intelligence to inform product development and mobile strategy.

Mata was previously in research roles at Warner Bros. and Sony Pictures Entertainment.