Decision Analyst provides….

• Broadcasters with accurate and actionable feedback from viewers who see and hear the programs, segments, and personalities of interest.
   
• Publishers and editors with insights into what readers and nonreaders think about the headlines, stories, and design elements in target publications.
   
• Website managers with feedback based on the responses of representative users to site content, features, and services.
   
• Niche media producers with reliable intelligence from exclusive, hard-to-reach audiences.
   
• Small market media managers with actionable guidance from local audiences.

Research Services For All Media

• Strategy Research. Developing Integrated Brand Identities And Product Positionings. Successful strategic research provides media managers with audience-driven guidelines for developing products and promotions.
   
• New Product Research and Innovation. Our new product research and innovation services for media companies include assessing and refining new TV programs, newscasts, and networks, new print media brands and editions, new local and national websites, and new syndicated media content.
   
• Promotion Research and Advertising Research. Decision Analyst offers five proprietary tools for measuring ad and slogan impact:
• CopyScreen®. Evaluates early-stage advertising ideas and concepts in a print-ad format.
• CopyCheck®. Evaluates advertising concepts and early-stage creative.
• CopyTest® Predicts the effectiveness of both rough and finished ads for any medium
• CopyTrack® Measures ad effectiveness in real-world environments over time.
• PromotionTest™ Predicts the effectiveness of the finished (or near-finished), promotion ads or commercials.
  
 
• Time-Extended™ Online Qualitative Studies deliver ongoing assessment of audience attitudes as they develop over a period of days or weeks. Time-Extended™ studies are especially suited to investigating motives and factors affecting day-to-day, media-use decisions and brand choices as well as being ideal for assessing coverage, presentation, and format issues.
   
• Motive And Choice Diagnostics Using Online Diaries. In some situations, the best way to understand audience behavior is to follow it over a period of days or weeks. In those cases, an online diary approach provides an ideal system for acquiring meaningful data. This technique can be used along with other tools to correlate behavior with experience and attitudes.
   
• Total News Media Use Assessment Using Online Diaries. Online diaries provide an ideal way to quickly, accurately, and cost-effectively find out where and when audience members get their news. It is especially useful for assessing the net impact of multi-platform news operations or partnerships, whether TV, print, radio, cable, online, cellular, or podcasts are involved. It also has sales applications and need not be restricted to news.
   
• News Content Studies. News content reports provide news directors, editors, and reporters with detailed assessment of news-user content interest, satisfaction, concerns, and perceptions of coverage by various media and news organizations.

Audience Research Services For Broadcasters

In addition to broad-based studies of brand image, audience satisfaction, and competitive strategy, Decision Analyst offers the following services to fit the specific needs of local and national broadcasters in the areas of news, scheduling, and programming.

• Newscaster Index™: Television News Talent Assessments. Our Newscaster Index™ design provides news managers with the most comprehensive and valid reports on talent effectiveness ever available. In contrast with traditional methods, which typically survey 400 viewers and provide two or three ratings only for better-known individuals, Newscaster Index™ studies are conducted online and involve up to 1,200 qualified news viewers and deliver highly reliable quantitative ratings and qualitative image profiles for up to 50 anchors, weathercasters, sportscasters, or reporters at all levels of exposure and tenure.
   
• Newscaster Screen™: Television Talent Audition Testing. Our Newscaster Screen™ sets an entirely new standard for assessing job candidates, new team combinations, and current talent in new roles by using our online survey methodology. Qualified viewers (400 or more in major markets, 100 at a minimum) share feedback based on what they see and hear in video samples of each candidate or team. Newscaster Screen™ delivers accurate ratings and rich diagnostics projectable to key segments as well as to the entire audience.
   
• Lineup Appraisals And Schedule Testing. Conducting surveys online allows lineup appraisal surveys to use logos and pictures, or video clips, to clearly identify program choices and put all options in front of viewers. This provides a means of studying competing program lineups and projecting audience metrics, and allows station and network programmers to investigate the potential impact of programming changes across multiple channels through multiple time periods.
   
• Programming Appraisals And Pilot Testing. Using an approach similar to Newscaster Screen™, carefully targeted respondents watch programming samples at home, at their own convenience, under realistic, low-pressure conditions. Unlike traditional pilot tests, our approach easily covers broad geographic areas or hard-to-reach target audiences.

Print Media And Online Media Research Services

Our work with newspaper clients includes studies of branding, reader motivation, reader retention and growth, new products, and advertising impact. We conducted some of the first studies conforming to the ABC Reader Profile standards, and have significant experience investigating the attitudes of newspaper editors and reporters. We offer the following services specifically designed for the needs of nonlinear media.

• Design Appraisals For Nonlinear Media. Our design appraisal technique can be used to assess the impact of content placement, cross-promotion, style, colors, fonts, or any other visual factors. This approach puts examples of content from printed or electronic pages in front of readers, collects feedback on specific elements, and follows readers as they select articles, ads, or other content, with directed probing on the motives and expectations behind their choices.
   
• Consumer Behavior Studies. Consumer behavior studies can be customized to fit any size market area, client base, and target audience.
   
• Nonuser Assessments. Internet research makes surveying nonusers much easier than telephone, and it provides a way to show the nonuser samples of print or online media to find out what designs or content might spark their interest. With increased competition and fragmentation, it’s often very important to study nonusers.

Additional Resources from Decision Analyst:

If you would like more information on Media Research Services, please contact Steve Rolandelli by email or call 1.800.ANALYSIS (262.5974).

Related Resources

• Advanced Analytics (Key Drivers, Choice Modeling, Etc.)
• Advertising Research
• Innovation Services
• New Product Development
• Online Qualitative Research
• Promotion Testing
• Strategy Research
• Volumetric Forecasting