decision point approach
- We conducted focus groups with members of specific demographic segments that have traditionally been underserved in the broadcast industry with science-based content.
- The focus groups were designed to better understand:
- Associations with science and topics of interest.
- How they typically find related content.
- Favorite sources and platforms, including reaction to client.
- Types of related content they like and what makes it compelling.
- Reaction to content clips.
actionable results
- We identified clear guidelines for content, partnerships, production, programming, and promotions that would be attractive and compelling to these groups.
