Sectors
Television
Like any other consumer area television finds itself in an increased competitive situation. Many TV programs are being cut earlier than planned because they don’t attract enough interest among viewers, and as a consequence aren’t able to fulfill the broadcaster’s market share expectations.
Psyma TV Research has made it their business to support TV broadcasters practically, in providing actionable results in the development and optimization of channel and individual formats. The viewers’ judgments, expectations and their constant, yet frequently changing, requirements to TV programs is at the heart of our research.
We possess a wide experience in nearly every type of television genre, in particular we specialize in:
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Soaps
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Fictional series (daily and weekly)
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Magazine programs
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Documentaries / Reports
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Shows
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Real life stories and fly on the wall documentaries / soaps
etc.
Besides researching formats, analysis of core brand values and the image of channels also plays a significant role in the type of research activities that we conduct. We analyze the positioning of a channel among different target groups, providing viewers’ opinions in detail, to its strengths and weaknesses, and find out which perception and usage dimensions distinguish a channel. The objective of which is not only to depict the status quo but to compile strategies for logical broadcaster management and channel brands.
Radio
Even for radio broadcasters it is becoming more important to be on the pulse of what the listeners want, due to increasing competition: knowing their demands for an “ideal radio show” (in various timeslots and genres) and being able to incorporate these wishes and ideas into the programs. Primarily, in qualitative analysis we shed light on the listeners’ expectations to the mixture of program content and elements (e.g. music, news, service, comedy, quizzes, presenters) and analyze expectations of these elements in detail. To support the “correct” choice of music quantitative analysis is also carried out.
TV Advertisement Tests
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Qualitative TV Advert Tests
These types of studies provide advert development at various levels. At the conceptual phase, tests are conducted based on story and mood boards, as well as on verbal concepts, to find out whether the underlying ideas for the advert are correctly focused. Completed adverts are verified for their proficiency to communicate and their coherence to brand and the product. The complete methodical spectrum of focus groups / workshops, psychological in-depth interviews and structured face to face interviews are utilized. -
Quantitative Advert Tests - in cooperation with Seven One Media
Seven One Media, the marketing body behind Sat.1, ProSieben, Kabel 1 and N24, offers clients and agencies quantitative advert tests for an attractive price. In co-operation with Psyma the broadcaster marketing body conducts regular waves of the studio tests: The main sample are people aged 14 to 49, in other words, an advertising relevant target group. To create a realistic reception situation, the adverts are incorporated into a commercial break in a conventional program stretch. Subsequent to the reception, individual interviews are conducted to determine advert awareness as well as advert evaluation. The standard set of questions can be extended to include special wishes. In addition, approximately 200 adverts, tested to date, can be used to form benchmarks. SevenOne Media offers a new wave of the ad test about every two months.
Expert evaluations
To support successful marketing of ad times we carry out research with representatives from advert and media agencies as well as advertising agencies for the marketing body. It is often about the TV channel and the marketing body’s image and the evaluation of the various communication channels and material. The most commonly used methods are focus groups and in-depth interviews.
Managing Director
Thomas Kolbeck | thomas.kolbeck@psyma.com
