Case Study: TV Channel Branding

Audience and Methodology: Combined qual (8 in-home observations / depth interviews of 2.5 hours and 4 focus groups) and quant (600 online interviews) with multichannel TV watchers.

Background and Objectives: How can we get people to watch our channel?

Our client, a digital TV channel, was seeking to understand the mechanisms that people use to inform viewing choices and the effectiveness of a selection of on air promotions. Kadence was commissioned to observe and explore how three key target groups use the electronic programme guide (EPG), to compare the effectiveness of different on air promotions, and through measuring likelihood to watch, identify the influence of tone and style of the language used in the i-button text.

Insights:

Kadence added a new depth of knowledge to the clients existing consumer profile by quantifying EPG usage across the target groups
The research uncovered the most successful on-air promotions broken down by target groups through an on-air effectiveness index
For each key target group a ‘language profile’ of effective themes and techniques was identified to provide a copywriting guide when developing programme synopses

Case Study: TV Channel Branding

Audience and Methodology: Combined qual (8 in-home observations / depth interviews of 2.5 hours and 4 focus groups) and quant (600 online interviews) with multichannel TV watchers.

Output Examples: