Learn, share and try out techniques which position Insight teams as the catalyst for change within organisations based on Sky's Customer Closeness strategies.
The 2019 marks 25 years since the horrific genocide in Rwanda. SURF Survivors Fund, the charity set up to help survivors of the genocide, were well aware of the challenges this milestone presented. Rwanda still has huge and immediate needs - SURF works to enable survivors to finish interrupted education, to repair family homes which have deteriorated over time, to help widows who still carry the physical and psychological scars of the events of 1994. Yet the corollary of this was a great sense of responsibility on the shoulders of the charity's management. How to best communicate the scale and depth of the current need to the contemporary audience - despite the distance in a time of a quarter of a century?
This paper examines how WGBH and Applied Research and Consulting LLC conducted collaborative research that identified strategies for transforming ZOOM, a highly successful 1970s children's educational television show, into one of the most exciting 1990s children's educational destinations in the world. This paper illustrates how a variety of qualitative research methodologies (designed to uncover specific concerns, attitudes and preferences of the target audience and the ways these concerns, attitudes and preferences had changed since the 1970s) resulted in the merger of new and existing technologies into an integrated, interactive educational media platform that would provide additional learning opportunities through the initial integration and ongoing enhancement of the integrated media offering.
The paper presents a strategy for the integration of Internet site measures into multi-media reach/frequency. In so doing it explores the nature of Internet site reach; the use of fusion as a technique for integrating Internet site audience measures with audience measures for other media types; the use of simulation to calculate reach/frequency; and what is uniquely learned about multi-media audience relationships through the use of reach/frequency.
The objectives for users of media research are to optimise, qualitatively and quantitatively, the transmission of the advertising message.
The 1996 is the year of the launching of French single-source research with a data base, named TVScan, providing meter audiences together with scanner-collected purchases. A case study illustrates the approaches developed for integrating the marketing target in the media strategy, and measuring the advertising effects on real purchase behaviours.
This paper describes how Capital Radio and Marplan worked together to use research to build an audience. From the start Marplan worked alongside the key executives at Capital, discussing, interpreting and making decisions based on the findings. Two types of research were involved - audience measurement and audience ratings of programmes and presenters. Helped by research Capital has developed its programming and presentation and has grown from a low of 5% share of listening three months after going on air to a current share of over 25% - making Capital the largest station in the London area, against the entrenched competition of the BBC.