Illustrative engagement. A representative scenario showing how we approach this kind of work in mass media. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping mass media
Media groups operate across TV, print, radio and digital, and need a joined-up view of audiences and advertisers.
- Audiences move across screens
- Advertisers want cross-media evidence
- Brands must stay relevant to younger audiences
Client background
A media conglomerate, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A media conglomerate
- Sector
- Mass media
- Team engaged
- Market Research
- Services
- Quantitative research, Data analytics & dashboards
Client challenge
The group's brands competed with digital-first outlets, and leadership wanted to monitor brand strength.
Research objectives
- Deliver on the brief: brand health tracking for a media group.
- Understand the views, needs and behaviour of respondents.
- Produce results that can be compared across groups and locations.
- Set up a repeatable measure the client can track over time.
Target audience
The work focused on 2,500 respondents.
- respondents2,500
Audiences we typically reach in mass media
Viewers, readers and listenersAdvertisersMedia plannersYounger audiencesRegional audiences
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Quarterly tracker
- 3Insight
We tracked awareness, usage, trust and image across brands each quarter.
Quantitative researchData analytics & dashboards
Sampling strategy
- respondents
- 2,500
- The sample was designed with the client around the decision to be made, with quotas to keep key groups readable.
Data collection
- Data was collected with the methods listed below, managed by a dedicated project team.
Data quality & validation
- 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
- Interactive dashboard for ongoing tracking
Key findings
- Trust remained strong while relevance among young adults slipped.
Trust is an asset; relevance must be renewed.
Recommendations
- Build on the core insight: trust is an asset; relevance must be renewed.
- Focus effort where the evidence was strongest: trust remained strong while relevance among young adults slipped.
- Re-measure after the changes to confirm the effect.
Business impact
- The group launched youth-focused digital formats.
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
- Interactive dashboard
- Continue the routine and review results every period.
- A natural follow-on question: what do advertisers need?