Questions & Methods
What do we analyze?
Qualitative Concept Research
Used for checking program ideas based on verbal concepts, scripts and role structure for attractiveness of idea, qualities motivating viewers to watch, uniqueness, fascination of the format world, role and person coherence and suitability to TV channel etc. For this type of work we generally conduct workshops to utilize the viewers’ creative potential. Analyzing concept material is usually conducted in multiple steps.
Format Pre-Tests
For controlling the attractiveness and acceptance of programs based on test programs / pilots for viewer acceptance, attractiveness of format, satisfying motivation to watch, uniqueness, strength and weakness analysis, improvement potential and necessity for improvement and suitability to the broadcaster etc.
Most format pre-tests are tested with focus groups. The program being tested is either watched prior to the group (in-home) or is shown during the discussion.
Format Post-Tests / Series Check
For controlling programs currently running (e.g. after a noticeable decline in viewing ratings) for delivering ideas of improvement and clear recommendations for continuation of the format.
Depending on the type of questions to be asked, genre and format, it can be tested using focus groups, creative workshops or in-depth interviews. Accordingly, individual elements, such as the presenter, can be tested using quantitative analysis with a greater sample size.
Presenter casting
Checking possible presenters for acceptance and coherence to the respective program and proposed channel. As a general rule, for this type of test, we conduct structured face to face interviews, which guarantee comparability of the results, due to the larger sample size. A combination of qualitative and quantitative methods can also be useful for determining the best candidate and also for establishing in detail how he / she comes across to the viewer and for recognizing any possible improvement potential.
“Genre Status Quo”
To a certain extent the success of some genres appears to be almost “pre-assigned”. Every broadcaster wants to be the first to include this in their channel. Genre analysis not only aims to analyze the fascination of new ones but also existing genres, and also to discover potential for new ideas or new programs. By using a group dynamic effect, creative focus groups or creative workshops can primarily guarantee this outcome.
Core Brand Values / Image Analysis
These types of studies are carried out for broadcasters, programs but also for popular and established presenters for utilizing their potential better in the future. Usually in-depth interviews and / or workshops are carried out. These methods have proven to be a very beneficial technique to obtain detailed analysis of the strengths, weaknesses, effects, and to determine potential in detail. Due to the varied methods associations, experiences, emotions, and opinions are actively and dynamically captured.
“On Air Tests”
The time between reception and research often falsifies the impression of what is viewed and as a consequence the results. After a few hours or days emotions are less “highly strung”, as they would be directly after a program, and recollection becomes more difficult. The method of “on air” testing can provide immediate results so that the subsequent production / program can benefit from the results and recommendations. This method is particularly good for show formats. Focus groups are conducted with live reception of the show and followed with discussion.
Base Line / Motivation Research
When those behind the scenes notice that numerous programs are unsuccessful this can be down to the format itself, but it could also be a result of general changes in viewer behavior being responsible for reality TV ratings. Therefore it is completely understandable that the broadcaster wants to obtain a sense of certainty about whether viewer behavior has changed and if so, to what extent it has an effect on the acceptance of new formats. These questions are answered in the form of a base line study (with the help of in-depth interviews) with the objective of questioning the viewers’ motivations and providing explanation approaches.
Managing Director
Thomas Kolbeck | thomas.kolbeck@psyma.com
