Case Study: Media U&A

Audience and Methodology: 8 focus groups with higher socio-economic grade males, followed by a six week TV viewing diary and interactive blog, followed by 8 workshop review sessions with the same respondents.

Background and Objectives: How can we better engage higher socio-economic grade males with our channel?

Our client had strategically targeted higher socio-economic grade males as a key incremental audience target. Therefore the triggers and barriers to viewing needed to be identified, codified & addressed for this segment.

Insights:

We identified how the target segment defined different program genres
Research uncovered the ideal channel tone, language and positioning that would best engage the target market

Case Study: Media U&A

Audience and Methodology: 8 focus groups with higher socio-economic grade males, followed by a six week TV viewing diary and interactive blog, followed by 8 workshop review sessions with the same respondents.

Output Examples: