Briefed by our client on the end goal of the project – to gather a greater understanding of UK international news consumption habits and patterns, and to gauge how the client was perceived against competitors – we were first asked to advise on a suitable methodology for the study. While we considered online surveys or intercept-style data collection, we decided that given the breadth of the study, a CATI approach would yield the best results. We also decided to break down the target number of completes by region, to ensure that the final sample was broadly representative of the national audience for TV news.
After supporting our client with the development of the CATI questionnaire and ensuring good length and flow to the questions, we programmed the survey and began fieldwork. We successfully engaged 500 respondents up and down the UK in 10-minute long telephone interviews, even arranging for our client to listen to a sample of the calls live, while monitoring quotas for age, region and television consumption habits.
Throughout fielding, we maintained flexibility and were even able to add additional quotas at our client’s request to monitor viewing of the client’s channel, as they wanted to boost the number of responses from avid watchers. Our project management and fieldwork teams delivered the full sample within timeline and the client was extremely pleased with the data they received.
FieldworkHub has been a great research partner to me and my team. Caroline and Cornelius were incredibly proactive, helping us anticipate any issues that might come up and plan for how to handle them. Even though it did turn out to be a challenging project, things went smoothly because we were one step ahead. The team went above and beyond to help ensure our goals were met.
