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An 8-Day Diary Study to Evaluate the Viewing Behaviour of News Audience

Here is how we helped a leading market research company in understanding u201cwhenu201d, u201cwhereu201d, u201chowu201d and u201cwhyu201d the audience of a British news channel viewed or listened to the news on the respective channel. And also, u201cwhatu201d were the dominant emotions behind choosing the broadcaster under interest over other news channels.

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An 8-Day Diary Study to Evaluate the Viewing Behaviour of News Audience

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  1. An 8-Day Diary Study to Evaluate the Viewing Behaviour of News Audience Study Goal To understand the behaviour and viewing pattern of a leading, multinational British News and Media broadcaster’s audience Target Group • Age: 18+ years • Male and female • Respondents who watch or listen to a renowned British News channel Sample Size Main study: 400 samples Diary: 100 samples Geography UAE, KSA, Egypt, Thailand, Turkey, India, Nigeria

  2. What was the research requirement? • A leading market research company wanted to understand the news viewing or listening habits of a renowned British news channel’s audience from multiple geographic regions The goal was to learn “when”, “where”, “how” and “why” respondents viewed or listened to the news on the broadcaster’s channel. And also, what the dominant emotions behind choosing this particular broadcaster over other news channels were • 2

  3. What were the challenges? • When the response rates started to drop, the short duration of the diary study meant we had very little time to keep the respondents engaged to maintain a constantly healthy response rate. • Responses had to be gathered from audiences at locations and times that are not the most convenient for taking a survey. For example, listening to news while taking a morning jog or listening to news at work, amongst others.

  4. How did Borderless Access tackle the problem? We designed an invite template specifically for this diary study, which were then sent 3 times a day for 8 days. A daily incentive structure was implemented to ensure the respondents were sufficiently motivated to participate every day. This improved the daily participation rate. During the second week, multi- platform notifications were sent as participation reminder to respondents to curtail decline in responses. 4

  5. • The client was very pleased with our execution of the dairy study and the effective measures we took to achieve the goal of the project. • The client also commended our constant communication of the field progress, which helped the client work in tandem with us to achieve the goal within the designated timeframe without compromising on quality. • The end client was highly pleased with the results of the study as it enabled them to make timely and appropriate adaptations to match the changes in their audience’s preferences. Outcome 5

  6. Contact-Us CHICAGO, IL Tel : +1 312 720 0378 USA CALIFORNIA Tel : +1 818 358 4633 www.borderlessaccess.com UK LONDON Tel : +44 771 840 3458 Business Enquiries rfp@borderlessaccess.com marketing@borderlessaccess.com GERMANY MUNICH Tel : +49 (0) 176 650 94033 Connect with us DUBAI Tel : +97 150 137 3145 UAE INDIA BANGALORE Tel : +91 804 931 3800

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