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 regional media group, working in Odisha & Chhattisgarh. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A regional media group
- Sector
- Mass media
- Team engaged
- IT & Development
- Services
- Offline data collection (CAPI), Quantitative research
Client challenge
National studies under-represented the group's core districts.
Research objectives
- Deliver on the brief: measuring audiences in under-researched districts.
- Design around the real needs of households.
- Define requirements and success criteria the solution would be tested against.
- Deliver a reliable, secure solution the team can run and extend.
Target audience
The work focused on 4,000 households.
- households4,000
Audiences we typically reach in mass media
Viewers, readers and listenersAdvertisersMedia plannersYounger audiencesRegional audiences
Geographic coverage
Coverage: Odisha & Chhattisgarh. Market: India.
- India
Research methodology
An iterative delivery approach: discovery, design, build and test in short cycles, with the client reviewing each step.
- 1Brief
- 2Household survey
- 3Insight
Interviewers conducted household surveys on TV, print, radio and digital use in local languages.
Offline data collection (CAPI)Quantitative research
Sampling strategy
- households
- 4,000
- Users and stakeholders from every affected team took part in discovery workshops and acceptance testing.
Data collection
- Requirements were gathered through workshops, process walk-throughs and a review of existing systems and data.
Data quality & validation
- Peer code review on every change
- Automated and manual testing
- User-acceptance testing with the client
- Release checklist and rollback plan
Data analysis
- Usage and performance monitoring after launch
- Defect and support-ticket trends
- Process time before and after
Key findings
- The study showed strong reach for the group's regional brands.
Local evidence supports local media.
Recommendations
- Build on the core insight: local evidence supports local media.
- Focus effort where the evidence was strongest: the study showed strong reach for the group's regional brands.
- Re-measure after the changes to confirm the effect.
Business impact
- The sales team used it with advertisers.
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
- Deployed solution with documentation and handover
- Support and maintenance plan
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how is the brand perceived?