Illustrative engagement. A representative scenario showing how we approach this kind of work in mass media. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping mass media
Media groups operate across TV, print, radio and digital, and need a joined-up view of audiences and advertisers.
- Audiences move across screens
- Advertisers want cross-media evidence
- Brands must stay relevant to younger audiences
Client background
A media sales house, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A media sales house
- Sector
- Mass media
- Team engaged
- Market Research
- Services
- Business panel, Qualitative research
Client challenge
Advertisers were shifting budgets to digital platforms.
Research objectives
- Answer the core question: what advertisers need from a media group.
- Uncover the motivations and barriers people do not state in a survey.
- Give the client evidence it can act on within 5 weeks.
Target audience
Scope: 30 interviews.
Audiences we typically reach in mass media
Viewers, readers and listenersAdvertisersMedia plannersYounger audiencesRegional audiences
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A qualitative design, built to uncover motivations, decision processes and the language people actually use.
- 1Brief
- 2Advertiser interviews
- 3Insight
We interviewed advertisers and agencies about targeting, measurement and integrated packages.
Business panelQualitative research
Sampling strategy
- Business respondents were screened on role, company size and involvement in the decision before being invited.
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- interviews
- 30
- The online survey was mobile-friendly and offered in respondents' languages.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Advertisers wanted cross-media packages with combined reporting.
Sell audiences across media, not media separately.
Recommendations
- Build on the core insight: sell audiences across media, not media separately.
- Focus effort where the evidence was strongest: advertisers wanted cross-media packages with combined reporting.
- Re-measure after the changes to confirm the effect.
Business impact
- The sales house introduced them.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how can we reach younger audiences?