Understanding TV Viewing Behavior

A popular television network engaged Lumière to understand television-viewing behavior among groups of young and older women in April 2007. The channel hoped to gain access to viewer attitudes towards its longstanding programmes, to its newer offerings, and to those of other networks as an outcome of this study.

The team at Lumière used a combination of N-Light Behaviour® and N-Light Connect® to conduct a dipstick research and ascertain attitudes of viewers to program content, timings and preferences of one channel over another, and their fundamental reasons for watching. A more recent exercise included an analysis on channel preference as well.

Decoding the Age Band – Female, 15 to 24 years

A large scale qualitative research was undertaken to gain a deep holistic understanding of the young viewer’s world view in the age group of 15 to 24 years. Various aspects of the consumer’s lifestyle were unearthed using N-Light Behaviour. The target included young women as well as those ‘experts’ in and outside the home who interact with these women in a personal or in a commercial/ professional capacity.

The comprehensive areas of understanding the women brought out clear mindsets, patterns of behaviour, changing aspirations, concerns, role models, and attitudes to shopping, entertainment, career and fashion in three age bands. The study provided answers on important rites of passage, their impact, changes over time as well as some trend-spotting. The study is an critical strategic input to the creative and programming client teams for their annual planning exercise for the channel.

On the Go – Launch of New Interactive Mobile Service

Lumière was invited to conduct a study for a media giant using its technique NLight IdeaCon® and N-Light ChronoTest® to test a new service that aims to revolutionize channel and viewer interactivity. It offers an instant gateway to participate in shows and programs, enables music downloads and updates. The study aims to understand spontaneous reactions, service expectations and price perceptions across age bands. The findings reveal an active response to the concept across though it holds a higher appeal amongst youngsters.

The Lumière role was to define the appropriate methodology and design and identification of the target group such as they provide the most optimal value mix for the client while provide specific directions for product refinement as well as concept creation and communication.

Role of Radio and the New FM Station

Lumière pilot tested two shows to be aired on a new radio FM channel in September 2006. The concepts shows were tested amongst current FM listeners and non-listeners by adopting our customized research tool. The methodology of focus group discussions was utilized to gauge reactions to the stimuli, appeal and enjoyability.

The study provided insightful answers on the lacunae in other FM channels with the objective of incorporating some of these in the new channel. The detailed market-wise understanding on habits and attitudes towards FM, music preferences, reactions to jock talk, preferred tonality of the show, provided direction in programming and content creation for launch.

Ethnographic Study among Children TV Viewers

Lumière undertook a study using the customized N-Light Watch® for a leading entertainment channel to provide a deep consumer connect for the client teams. This provided a window into the life of a young viewer in a metro vis-à-vis a class II town. The sample was selected to provide different findings by age and gender. An understanding of their daily routine, including study and leisure time, weekday and weekends, family time and time with friends was incorporated into the study. Study time was classified into school, tuitions and study schedules and home chores [where observed]. Leisure time was classified by TV viewing schedules, playtime, family time, hobbies and activities and outings. A typical ‘day in the life’ CD was provided along with a detailed report.

Brand Perception And Positioning For A New Newspaper Launch

A study was conducted in September 2006 for a newly launched regional language newspaper, in an attempt to map the differences and similarities amongst existing newspaper brands in order to identify the appeal for the content, style and tonality of the newspaper. The study was designed such that the market could be mapped using appropriate Lumière research tools.

The study reveals the role and importance of retaining the local flavour in a newspaper, and its distinctive ability to garner women and younger readers. This study provided a reconfirmation of the ‘winning formula’ to attract new readers into the fold by creating targeted content to build a dominant position in the market.

Study on understanding the psyche of Indian viewers in the Hindi heartland

A study was undertaken to study the TV viewing psyche of the average soap opera viewer in the Hindi heartland. The unique facets of each viewing audience by market, their viewing patterns, preferences, factors driving preferences for serials, importance of repeat episodes, their routine and role of entertainment in their lives and the differences in viewership by demographic cohorts. It also studied the overall perception of various channels and its programs (twists, storyline) on viewers. The study also provided some valuable learnings on ‘hot’ time slots and directions on programming efficiency.

Brand Equity Study for a Newspaper Brand

Lumière conducted a study in May 2006 on a new and growing newspaper brand to map the equity of the brand vis-à-vis competitor newspapers. Solus readers of the client brand as well as competitor brands, and dual readers provided a reader perspective on the newspaper. Internal customers in the editorial and marketing departments provided a perspective on the organizational climate as well as inputs on the brand equity for the client brand. The study helped map change vis-à-vis the post launch dipstick conducted 3 years ago along with providing management with a direction on future brand growth strategies.

Posted by Deepa Soman

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