Illustrative engagement. A representative scenario showing how we approach this kind of work in news media. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping news media
News publishers and broadcasters are rebuilding trust and revenue through subscriptions, regional coverage and new formats.
- Trust is a competitive advantage
- Subscriptions need a clear value proposition
- Regional news has loyal audiences
Client background
A fact-checking organisation, 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 fact-checking organisation
- Sector
- News media
- Team engaged
- Market Research
- Services
- Quantitative research, Qualitative research
Client challenge
The organisation wanted to understand where people encountered false stories.
Research objectives
- Answer the core question: how readers encounter misinformation.
- 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
Scope: 2,000 adults.
Audiences we typically reach in news media
Readers and viewersSubscribers and lapsed subscribersRegional audiencesAdvertisersYoung news consumers
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Survey
- 3Group discussions
- 4Insight
We surveyed adults and ran discussions on news sources and sharing behaviour.
Quantitative researchQualitative research
Sampling strategy
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- adults
- 2,000
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- 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
- Family messaging groups were the main source.
Meet misinformation where it travels.
Recommendations
- Build on the core insight: meet misinformation where it travels.
- Focus effort where the evidence was strongest: family messaging groups were the main source.
- Re-measure after the changes to confirm the effect.
Business impact
- The organisation created shareable fact-check cards.
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
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how much do readers trust us?