Market research for media use and media research

We analyze usage needs, motivations, and reception patterns in their respective situational contexts. Using qualitative and quantitative expertise, we identify topics, tones, and narrative forms that capture attention and increase the relevance of your content in order to reduce dropout rates in the long term.

With the help of format reviews, concept tests, trailers, and pre-tests, we validate the market potential of your projects at an early stage. We evaluate aspects such as suspense, cast perception, and emotional impact to provide a data-based decision-making basis before production starts or launch.

In a convergent media world, we provide insights into usage across linear, non-linear, and digital channels. We show which content works at which touchpoints and how target groups combine them to establish a consistent and sustainable media strategy.

Through detailed viewer analyses and audience flow insights, we reveal which content achieves the highest reach at what times. This makes it possible to optimally fill program slots and efficiently address target groups in both traditional TV and digital environments.

We use UX tests and user journey analyses to identify drop-off points in media libraries or apps. We evaluate personalization and recommendation logic to optimize the user experience and thus increase usage frequency and long-term customer loyalty (retention).

Our advertising impact analyses show which spots and placements perform best in environments such as TV, streaming, podcasts, and social media. In addition, we provide in-depth insights into the acceptance of payment models and willingness to pay in order to efficiently optimize your revenue strategies.

Since young target groups consume media in a highly fragmented and platform-specific manner, we examine their specific engagement behavior. We identify relevant topics and trustworthy creators in order to design content that is authentic and tailored to the target group.

Continuous tracking studies act as an early warning system for trends in reach, format preferences, and brand perception. They enable companies to respond quickly to losses in relevance in highly dynamic markets and make competitive, data-based decisions.

The DMT is the new edition of the renowned Media User Typology (MNT) developed by ARD and ZDF and further refined by GIM. It enables media companies to develop programs for specific user types, increase user reach, optimize digital advertising impact, and improve target group targeting across all industries.

In order to provide comprehensive answers to complex media questions, we rely on a broad spectrum of specialized methods:

• Quantitative & qualitative surveys: A variety of survey modes such as CATI, CAPI/CASI, online, and face-to-face, as well as exploratory formats such as in-depth interviews, focus groups, online chats, and qualitative online communities.
• Implicit & biometric methods: Analysis of unconscious reactions using eye tracking, mouse tracking, and real-time response (RTR), as well as specialized approaches such as media entry points and media value match.
• Ethnography & in-situ research: Investigation in a natural context through in-home interviews (listening/viewing), app-based media journals, netnography, and social media research, as well as formats such as “Meet the Audience.”
• Co-creation & workshops: Innovative collaboration in design thinking processes and creative workshops for the joint development of content and strategies.