Hooking viewers with an optimal content mix.
| CLIENT: A media client wanted to segment viewers of current affairs programs. | CHALLENGE: A client need to design program lineups to appeal to the broadest audience. |
APPROACH: We used a mixed methods approach to address the challenge.
QUALITATIVE EXPLORATION:
10 focus groups to explore viewers attitudes to current affairs. We found that perceptions of South Africans and their world view was central to how they viewed current affairs. This allowed us to develop an hypothesis of different segments of viewers.
QUANTITATIVE VALIDATION:
We used the clients online community to conduct an online survey with 1500 viewers. We were able to validate the qualitative findings and develop 2 segmentation models. The 1st model was behavioural based on viewing behaviour. The 2nd was and attitudinal segmentation based on world views and attitude to current affairs using a discriminant analysis model.
OUTPUTS:
- By overlaying viewing behaviour and topic preference with the segments the client was able to optimize story mix in episodes.
- The study included a full exploration of viewing behaviour, media usage, the competitive landscape and reactions to current program.
- A segmentation model with a set of statements and the algorithm to classify respondents into these segments in future research.