Introduction to Audience research September 12,

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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

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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 content from the US
Understand how Current Time’s content is viewed in light of other available information
Assess the show’s production levels

IN-DEPTH INTERVIEWS– what are they? One-on-one interview providing a rich depth on information 13 Unstructured (or loosely structured), usually lasts between 30-60 minutes
Start with general questions and rapport establishing questions, then proceed to more purposive questions
Requires skilled interviewers
Best method for in-depth probing of personal opinions, beliefs, and values

In-depth interviews– Advantages 14 Very flexible
Probing is useful at uncovering hidden issues
No social pressure on respondents to conform and no group dynamics
Can be used for experts or elites who might not otherwise want to participate in a group
Can be used with different difficult-to-access populations

In-depth interviews– disadvantages 15 More expensive than FGs and can be time consuming
Interviewer bias can easily be introduced
Responses can be difficult to interpret, particularly if there is a small number of interviews

In-depth interviews– sample project and goals Interviews with six high-level experts in the field of online media 16 Get professional opinions on the current state of online media in Russia and possible trends in its future development
Gain experts’ impressions on Svoboda’s website, both in design and content
Understand their comparative views of Svoboda.org relative to other media sites
Gather recommendations for Svoboda on potential changes to enhance value to visitors

Media/activity diaries – what are they? Used to get detailed information about an individual’s media use 17 Participants record their media use over a period of days or weeks
Self-completed by participants
Allows researchers to get a large amount of media habit information without relying on participants’ memories

Media/activity diaries – Advantages 18 Can acquire a large amount of media use data at once
Diary can ask about particular platforms or activities or more general media use and activities
Allows the researcher to see everyday media habits the participant may not even be aware of

Media/activity diaries – disadvantages 19 Simple act of completing the diary may change the participant’s media habits
Participants tend to exaggerate media consumption
Unless followed up by an interview, it may not be clear why the participant makes particular media choices

Media/activity diaries – Example 20

3.
Quantitative Research

Interviewer-led surveys – what are they? Survey administered by an interviewer following a set questionnaire 22 Can be done face-to-face or by phone
If done with a representative sample is used to learn about a certain population
Standardization ensures that similar data can be collected from groups then interpreted comparatively

Interviewer-led surveys – Advantages 23 Most accurate data collection method
Useful for learning about a large population
Repeating surveys at regular intervals can assist in the measurement of changes over time
The fact that everyone gets the same questions make measurement more precise

Interviewer-led surveys– disadvantages 24 Inflexible, doesn’t deal with “context”
Chance for interviewer bias
Methodology is key in making sure survey is representative
Necessary to hire outside experts—a survey done yourself is much less likely to give you accurate data

Self-completed questionnaires– what are they? Survey where respondents fill out the questionnaire on their own 25 Most often done online or by mail
Relatively short format with a simple subject matter
Like with interviewer-administered, has standardized questions and answer categories

Self-completed questionnaires– Advantages 26 inexpensive and relatively easy to administer
less chance of interviewer bias
can be sent to a larger group of prospective respondents

Self-completed questionnaires– disadvantages 27 respondents’ difficulty in understanding the questions
limited depth can be explored
lower overall response rates
substantial bias can result if people who do not complete the survey have different characteristics from those who do.

4.
How do you evaluate research quality?

29 Is the right method being used?
Are the right questions being asked?
Are participants a diverse selection from within the group you want feedback from?
Is there moderator bias?
Are participants assured that they will remain anonymous? Qualitative – things to look for

30 How upfront are survey providers about methodology?
Are the right questions being asked? Are question leading? Are they clear?
How are respondents selected? Is the sample random and representative?
What is the response rate?
What quality checks did the survey providers do? Quantitative – things to look for

4.
When to use what research? Group Discussion

32 You want to determine what time to air a new program

33 You want to know about the current audience of your program

34 You want to test a new programming format

35 You need feedback on the host of a program

36 You’d like expert feedback on how to promote your programming

37 You want to determine what time to air a new program

38 You are trying to choose a target audience

THANKS! Any questions?

Introduction to Audience research September 12,

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