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62% response rate to the eSurvey.

5.5% response rate to the traditional mail survey

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On-line and paper-based survey

Northwest Indiana Public Broadcasting, Inc.

www.lakeshoreptv.com

Project:

Recently evolved into a much larger organization with an opportunity to provide a broader service to its members, viewers and underwriters, station management was interested in current audience perception and input on future direction before embarking on re-branding initiative.

Process:

Audience segmentation and analysis to determine best surveying approaches resulted in 3,500 random viewers, 4,200 members and 1,500 underwriters. eSurveys and hardcopy surveys (80:20) custom-developed for each audience segment with minor incentives for survey completion. On-air & on-line survey publicity. Following analysis, a detailed report of all audience segment findings was prepared and presented along with brand messaging platform and implementation recommendations.

Key observations:

  • 62% response rate to the eSurvey compared with 5.5% for traditional mail survey
  • Verbatim comments much more positive than expected
  • Audience age demographic younger than previously gauged
  • Audience education level much higher than previously gauged
  • Dramatic consistency in audience desires from a programming standpoint
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    Conclusions

    With growing populations and their ever changing desires and needs, it is critical to keep audience information current. By establishing a baseline with an initial research study, organizations are able to track progress and remain flexible and vibrant to the evolving needs of their customers.