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Using research communities for TV audience research

Testing new shows with a major Australian TV network

GfK (Australia) was commissioned by Network Ten to help them:

Understand reactions and sentiment to a new TV series in near real-time

Feedback insight to the client to support rapid iterations of content and creative

Improve audience profiling

Build recommendations for how to grow loyalty and improve promotion

Feedback and insight was required to tailor future show content, and advertising and communications being developed in support of the show. Specifically, GfK sought a partner and online research platform with which to engage viewers across the country in an agile and creative way using discussions, projective techniques and other forms of online engagement.

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