Illustrative engagement. A representative scenario showing how we approach this kind of work in film. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping film
Producers, distributors and streaming platforms take big creative bets. Audience research tests concepts, trailers and release plans before the money is spent.
- Streaming has changed release windows
- Regional-language content is growing
- Trailers shape opening interest
Client background
A dubbing and localisation studio, working in India & Middle East. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A dubbing and localisation studio
- Sector
- Film
- Team engaged
- Market Research
- Services
- Market sizing and competitive intelligence, Business panel
Client challenge
The studio wanted to expand into new languages but did not know where demand was growing.
Research objectives
- Deliver on the brief: assessing demand for dubbed content.
- Understand the views, needs and behaviour of buyers.
- Understand the views, needs and behaviour of viewers.
- 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 25 buyers and 1,200 viewers.
- buyers25
- viewers1,200
Audiences we typically reach in film
Cinema-goersStreaming viewersRegional audiencesDistributors and exhibitorsCritics and influencers
Geographic coverage
Coverage: India & Middle East. Markets: India, United Arab Emirates and Saudi Arabia.
- India
- United Arab Emirates
- Saudi Arabia
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Buyer interviews
- 3Viewer survey
- 4Insight
We interviewed content buyers at platforms and surveyed viewers about watching dubbed content.
Market sizing and competitive intelligenceBusiness panel
Sampling strategy
- buyers
- 25
- viewers
- 1,200
- Business respondents were screened on role, company size and involvement in the decision before being invited.
- 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
- 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.
- Secondary sources and client data were compiled and cross-checked before modelling.
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
- Market model built from secondary data and primary evidence
Key findings
- Demand for Arabic dubs of Indian content was growing.
Follow the viewers' language, not the catalogue's.
Recommendations
- Build on the core insight: follow the viewers' language, not the catalogue's.
- Focus effort where the evidence was strongest: demand for Arabic dubs of Indian content was growing.
- Re-measure after the changes to confirm the effect.
Business impact
- The studio built an Arabic team first.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: when and where should it release?