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 foundation, 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 foundation
- Sector
- Mass media
- Team engaged
- Market Research
- Services
- Quantitative research, Government research
Client challenge
The foundation wanted evidence that its programme improved students' ability to spot misinformation.
Research objectives
- Deliver on the brief: evaluating a media literacy programme.
- Understand the views, needs and behaviour of students.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 10 weeks.
Target audience
The work focused on 2,000 students.
- students2,000
Audiences we typically reach in mass media
Viewers, readers and listenersAdvertisersMedia plannersYounger audiencesRegional audiences
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Pre/post assessment
- 3Insight
We assessed students before and after the programme with realistic examples.
Quantitative researchGovernment research
Sampling strategy
- students
- 2,000
- The sample was designed with the client around the decision to be made, with quotas to keep key groups readable.
Data collection
- Data was collected with the methods listed below, managed by a dedicated project team.
Data quality & validation
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
Key findings
- Students improved at checking sources.
Practical examples teach critical thinking.
Recommendations
- Build on the core insight: practical examples teach critical thinking.
- Focus effort where the evidence was strongest: students improved at checking sources.
- Re-measure after the changes to confirm the effect.
Business impact
- The foundation expanded the programme.
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
- Evaluation findings with programme recommendations
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how is the brand perceived?