| Organisation |
COMMERCIAL TELEVISION NETWORK |
| Type of Study |
Testing acceptability of TV presenters and pilot program |
| The problem or opportunity |
Considering launch of new lifestyle program. Wanted to maximise likelihood of success by understanding acceptability by segments and presenters, then tailoring content accordingly. |
| Approach |
Various research techniques:
- Discussion groups among consumers
- Perception Analyzer™
|
| Result |
- Clearly illustrated the level of appeal of segments and presenters
- Identified drivers of attitudes
- Program to be launched in 2005
|
