Case Study: TV Viewer Behaviour
Audience and Methodology: 12 focus groups and 30 in-depth interviews with leading business professionals at trader and senior management level within the financial sector across 3 countries.
Background and Objectives: 
What turns business viewers on to and what turns them off our news Channel? 
Our client was looking to understand the reasons why potential viewers and lapsed viewers were not watching their business news channel, to explore the appeal of competitor offerings in terms of focus and style, and to investigate whether the channel should further build their own multi-media offering.
Insights:
- The research uncovered that the ability to establish a stronger brand relationship and heightened relevance calls for a greater multi-media offering
- Kadence enhanced the clients knowledge of their groups – the audience by providing an understanding of the different media consumption needs of different viewer user groups – the disparate audience needs call for clearer cues to watch, sign-posting and opportunity to personalise
- Responses to different styles call for greater variation in pace and the development of a multi-platform relationship
Output Examples:
