Research

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critical concern research

602’s critical concern research doesn’t study how people feel about your newscast. Instead, it reveals the home and community issues that personally affect your viewers’ happiness. It reveals the hot-button concerns that keep your viewers up at night with worry.

Your news team won’t just know what to cover. They’ll clearly understand why and how your viewers want you to cover it.

So for example, your team may be covering investigations. But what exactly should they be investigating? Crime? Job growth? Government? By uncovering the most critical concerns that viewers have about their own lives and their community, your news coverage takes on an entirely new relevance to your viewers’ very personal struggles.

What makes our research different is that it relies heavily on open-ended questions and personal interviews. We take the time to listen to each person one-on-one and what we hear are amazingly honest and frank comments that provide deeper insight into problems and opportunities.

The best research uses a method whereby comments and opinions are unprompted. Rather, they are deeply driven by personal feelings. Our research experts specialize in uncovering these deeply personal insights. The key is taking the time to really listen. We give viewers the space and time to reveal their deepest feelings about your product.

Our research captures the spontaneous thoughts of real people talking about what matters to them most – and how news directly affects their own lives.

The study begins with a large sample of 400 online respondents. We create open-ended questions that are designed to elicit deeper responses. These self-prompted comments reveal a more intimate and personal understanding of viewer motivations. The study generates thousands of individual comments. Our team of experts analyze each comment, tagging them for meaning, tone, worry, hope, and a litany of other personal insights.

We follow up this online study with 30, fifteen-minute, one-on-one phone interviews. We sift through thousands of open-ended comments from the online study and pick out key issues to explore more deeply.

We don’t hire random call centers to pose cold questions. Our 602 researchers get on the phone with each viewer and engage in deep and lengthy conversations. We inquire as to their motivations behind their choices and create a personal connection that pinpoints the driving forces behind viewer preference.

Ask yourself: Will another research tracking study provide me with the insight that I need to boldly move forward and change my tactics? Or will it simply tell me where I’m at and leave me with little understanding on how best to progress forward?

This research gives you powerful tools to distinguish yourself from your competitors. Most stations tend to have the exact same marketing messaging and coverage priority as their competitors. This results in a cluttered marketplace where everyone’s selling the same generic attributes in the same way: breaking news, weather, enterprise coverage, etc.

Showcasing this news content is an important first step, but if you are to truly boast a different type of coverage, you must maintain a deeper understanding of the complex personal reasons that motivate your audience’s wants. Critical concern research goes this extra step by delving deep into the key attributes that personally affect your viewers’ happiness.

talent attitude causality study

This study reveals the strongest and weakest players on your team, but also provides a deeper level of understanding about the issues that are motivating that response. Using open-ended commenting and personal interviews, we reveal the personality traits, interests and specific issues that are at the heart of your viewers’ responses. You’ll clearly understand the opportunities and limitations of your on-air team. We’ll show you specific tactics to supercharge your stars and fix problems with struggling talent.

If you’ve done tracking studies in the past, you may have gotten back results that identify general perceptions. For example, perhaps she’s too cold, perhaps he’s not perceived as smart. But what’s needed is a deeper understanding of the specific problems and clearly identifiable opportunities for each person.

Telling your talent “to be better” is not a tactic that facilitates meaningful change. Management and talent must clearly understand the specific issues driving those perceptions. You must build a plan that lays out the specific images, tactics, and behaviors that need to be changed.

This study provides a deeper understanding of your talent’s best attributes and specific shortcomings. Most talent surveys use a broad brush. They study a variety of people from many different stations. The result is a general overview of market talent, not tactical information that is truly actionable.

The 602 talent attitude causality study is a deep dive on your key players. This study will provide you with tactical information on what to improve, what to accentuate, and what to abandon. You’ll get back a detailed report that helps you clearly understand the underlying causes of your talent’s most wonderful attributes and most annoying deficits.

Tracking studies look for long-term changes in talent perception. That information is interesting to know, but is often not very actionable. So let’s say scores on your top anchor went down… Now what? Many tracking studies do a great job of telling you where you’re at, but don’t reveal specific tactics for improvement.

This study will guide you in picking and branding the content that will best built talent reputation. You’ll clearly understand how to build stories around your top players so that content will accentuate talent strengths and is a vibrant showcase of their best attributes.

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