client challenge
- Our client, a leading public broadcaster, wanted to increase engagement of their science-based content, especially among women, Black and Hispanic audiences.
- They wanted to understand what content and delivery methods would be most meaningful to these audience segments.
decision point approach
- Through the discovery process, we learned what had been done in the past to engage these audiences, what worked, what didn’t, and why.
- We then conducted focus groups with members of each audience segment to gain their perspective.
- The focus group discussions were designed to better understand:
- Perceptions and associations with STEM content.
- If / where they currently found STEM content.
- Types of STEM content they found interesting and why.
- How they preferred to see themselves represented in the content.
- Reaction to specific content clips from our client.
impactful solutions
- We identified clear guidelines for content for each target audience – including what NOT to do.
- We also identified partnerships and promotions that would be attractive and compelling to each group.
client success
- Our client turned the findings into a comprehensive guide for creating STEM content for these audiences.
- The guide is used nationwide across the company.
