Decision Point - Market Research and Consumer Reports

Client case studies

focus groups with diverse audiences
for increased engagement and impact

A leading US non-commercial public broadcaster in conjunction with two prominent universities wanted to increase engagement and relevance with its science-based programming among traditionally underserved communities.

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.

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