Illustrative engagement. A representative scenario showing how we approach this kind of work in broadcasting. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping broadcasting
TV and radio broadcasters need evidence on programming, audiences and advertiser value in a market shared with streaming and social video.
- Linear viewing competes with streaming
- Radio remains strong in cars and smaller towns
- Advertisers want proof of reach
Client background
A development organisation funding community radio, working in Uttar Pradesh & Bihar. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A development organisation funding community radio
- Sector
- Broadcasting
- Team engaged
- Market Research
- Services
- Offline data collection (CAPI), Government research, Reporting & insights
Client challenge
The funder wanted to know whether community radio health programmes were reaching and informing rural listeners.
Research objectives
- Deliver on the brief: evaluating the reach of community radio programmes.
- Understand the views, needs and behaviour of households.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 8 weeks.
Target audience
The work focused on 2,000 households.
- households2,000
Audiences we typically reach in broadcasting
TV viewersRadio listenersAdvertisersMedia buyersRegional audiences
Geographic coverage
Coverage: Uttar Pradesh & Bihar. Market: India.
- India
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Household survey
- 3Listener group discussions
- 4Insight
Interviewers surveyed households on listening and knowledge of key health messages, with group discussions among regular listeners.
Offline data collection (CAPI)Government researchReporting & insights
Sampling strategy
- households
- 2,000
- Respondents were selected across Uttar Pradesh & Bihar using quotas set in advance for each location and respondent type, so no single area or group dominated.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- Trained local-language interviewers conducted interviews in person on tablets (CAPI), with time and location recorded for every interview.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Back-checks on a share of completed interviews
- Time and location checks on field interviews
- Supervisor accompaniment in the field
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Programmes reached women well in the evening slot but not men, who listened in the morning.
Timing decides who a radio message reaches.
Recommendations
- Build on the core insight: timing decides who a radio message reaches.
- Share the findings with the teams closest to customers so they can act quickly.
Business impact
- Broadcast times were adjusted for different audiences.
Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Evaluation findings with programme recommendations
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: who is listening, and when?