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 group launching podcasts, 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 group launching podcasts
- Sector
- Mass media
- Team engaged
- Market Research
- Services
- Consumer panel, Online surveys
Client challenge
The group planned a podcast network and needed to understand listeners.
Research objectives
- Deliver on the brief: understanding podcast listeners.
- Understand the views, needs and behaviour of listeners.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 4 weeks.
Target audience
The work focused on 1,500 listeners.
- listeners1,500
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
- 2Listener survey
- 3Insight
We surveyed podcast listeners about genres, length, platforms and listening times.
Consumer panelOnline surveys
Sampling strategy
- listeners
- 1,500
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- 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
- Commute-length news and business shows were most in demand.
Fit the format to the moment.
Recommendations
- Build on the core insight: fit the format to the moment.
- Focus effort where the evidence was strongest: commute-length news and business shows were most in demand.
- Re-measure after the changes to confirm the effect.
Business impact
- The group launched those first.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what do advertisers need?