Introduction to Audience research September 12,

Transcript:Introduction to Audience research September 12,:
Introduction to Audience research September 12, 2016 1. What is Audience Research? “Research designed to establish the size, composition, or characteristics of an audience, especially one for a radio or television programme.” -Oxford Dictionary Why conduct audience research? Before a program is launched: Identify a niche in the market Aid in progam design Help define a target audience After a program is launched: Understand the current audience Get feedback on format/content/presentation 4 2. Types of research Quantitative vs. Qualitative 6 Quantitative Research More structured research methods that produce hard numbers that can be turned into statistics Answers “where,” “when,” “how often” Qualitative Research Help increase understanding of a phenomenon Answers “why,” “how” Quantitative vs. Qualitative 7 Quantitative Research Deals in numbers, logic and the objective, Focuses on the left brain - objective, logic, numbers and unchanging static data and detailed. Convergent reasoning Emphasis is on breadth and representativeness Lots of numbers but no real depth A limit to details and “Why’s” Qualitative Research Deals in words, images and the subjective. Focuses on the right brain – processes data as words, emotions, feelings, emotions, color, and music. Divergent reasoning Emphasis is on detail and depth Provides depth but lacks statistical validity A limit to volume - gives “why’s” 3. Qualitative Research Focus Groups – what are they? An interactive group discussion lead by a moderator 9 Unstructured (or loosely structured) discussion where the moderator encourages the free flow of ideas usually 8 to 12 members in the group who fit the profile of the target group or consumer usually last for 1 to 2 hours usually recorded on video Focus Groups – Advantages 10 Inexpensive and fast Get a variety of opinions in a short amount of time Can use computer and internet technology for on-line focus groups Group dynamics are useful in developing new streams of thought and covering an issue thoroughly Focus Groups – disadvantages 11 Respondents can feel pressure from group to conform One or two participants can dominate a group Time limits and number of participants can limit the depth of conversation A weak moderator can easily allow the group to get off track Focus Groups – sample project and goals Focus groups among regular (2 groups) and potential (2 groups) viewers of Current Time 12 Determine how the show impacts viewers understanding of events Assess the relevancy of coverage for the audience Understand how viewers evaluate