Using research communities for TV audience research

Published 28 May 2021 3 minute read

GfK (Australia) was commissioned by Network Ten to help them:

  • Understand reactions and sentiment to a new TV series in near real-time
  • Feedback insight to the client to support rapid iterations of content and creative
  • Improve audience profiling
  • Build recommendations for how to grow loyalty and improve promotion

Feedback and insight was required to tailor future show content, and advertising and communications being developed in support of the show.
Specifically, GfK sought a partner and online research platform with which to engage viewers across the country in an agile and creative way using discussions, projective techniques and other forms of online engagement.

Our Solution

Working in partnership with GfK, a private online research community
was created to engage the target audience target over a period of weeks while the show aired.
The team at Further provided support by:

  1. Creating a branded research community environment, communications and tools required to create a lively, interactive participant experience.
  2. Co-developing a strategic research plan of action that engaged participants and promoted commitment to the ongoing research programme.
  3. Co-designing creative community activities and discussions, advising
    on best practice and including online projective exercises to surface
    and explore participants’ inner thoughts and feelings towards the show.

The Results

  • A series of rapidly deployed discussions, surveys and creative tasks delivered a comprehensive piece of agile research. Rich viewer profiles
    were created along with a platform for rapid iteration of creative content
    and promotions
  • A number of decisions and actions were taken as a result of the research, including content development and optimisation of communications
    and advertising

Yours to keep

Gfk

Discover our platform and services

Platform-only

The insight platform for online qual, research communities, digital diaries, ethnography and more.

Services & Support

A range of expert research services and resources to help you deliver your projects with ease, speed and reach.

Insight

Human insight with impact; leveraging our academic and industry experts to uncover insight, create impact and make confident decisions.

Palmolive Colgate
Colgate-Palmolive

The engagement with the online community in China has been phenomenal. Our online activities and a product trial have been executed flawlessly.

We helped Colgate Palmolive better understand people’s experience of using skincare products in Asian markets

Read the case study
FTH001_Mother_2_children_tablet
UNICEF-Logo

Working with Further was a refreshing and eye-opening experience…...the qualityof their output which was excellent.

We helped Unicef generate insights to support the development of a mass market, sustainable fundraising product.

Read the case study
Zwift image
Zwift-logo

Strategically, Further’s insights provided clear and directional answers that will guide us through our next phase of growth

We helped Zwift understand users and non-users needs and wants so they could prioritise their innovation pipeline

Goodwinsimon
Goodwin-simon

We frequently work with Further to explore our target audiences’ mindset on a wide range of complex (and often controversial) social and political issues.”

We help opinion research consultancy Goodwin Simon understand the attitudes and pinions of the US public faster and better than they previously did.

Linkedin image
Linkedin

With Further’s support, we developed a deep understanding of employees’ needs in order to create more effective and compelling L&D solutions

We helped LinkedIn engage with their employees to discover, create, evolve and iterate new Learning and Development solutions.

Read the case study
Keyhouse
Keyhouse

Further pushed us to clarify our assumptions and to think harder about how to communicate the value of our products and services.

We helped Keyhouse enter a new market and understand what target users of their case management software needed and how to position their offer

Read the case study

What next?

Browse our site, download our resources, request a demo of our platform or speak to one of our experts

See our work
Request a demo
Book consultation