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 television broadcaster, working in Malaysia & Indonesia. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A television broadcaster
- Sector
- Broadcasting
- Team engaged
- Market Research
- Services
- Quantitative research, UI/UX design, Online surveys
Client challenge
The broadcaster's app had many downloads but short viewing sessions, and it was unclear whether content or the app experience was the problem.
Research objectives
- Deliver on the brief: understanding how viewers use a broadcaster's streaming app.
- Understand the views, needs and behaviour of users.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 6 weeks.
Target audience
The work focused on 1,500 users.
- users1,500
Audiences we typically reach in broadcasting
TV viewersRadio listenersAdvertisersMedia buyersRegional audiences
Geographic coverage
Coverage: Malaysia & Indonesia. Markets: Malaysia and Indonesia.
- Malaysia
- Indonesia
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2App user survey
- 3Usability sessions
- 4Insight
We surveyed app users about viewing habits and frustrations and ran usability sessions on search, catch-up and live viewing.
Quantitative researchUI/UX designOnline surveys
Sampling strategy
- users
- 1,500
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- sessions
- 16
- The online survey was mobile-friendly and offered in respondents' languages.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- 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
- Users struggled to find catch-up episodes, which cut sessions short.
Viewers abandon apps that make them search for what they already want.
Recommendations
- Build on the core insight: viewers abandon apps that make them search for what they already want.
- Focus effort where the evidence was strongest: users struggled to find catch-up episodes, which cut sessions short.
- Re-measure after the changes to confirm the effect.
Business impact
- The app's navigation was redesigned around series and recent episodes.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how can we hold the audience?