Television News Station in highly competitive multi-million viewer U.S. audience base was experiencing brand awareness issues and had an objective to advance station to higher ratings. DataKey was recruited to gather base customer intelligence.
- Designed a customized field study approach, ensuring statistical neutrality and a significant database of input.
- Conducted field research, managing and supervising over 5,000 calls to target demographic market segments.
- Performed extensive analysis of study findings to discover key opportunity areas.
- Identified breakthrough opportunities for station viewership growth and generated industry best-practice approaches.
- Strategic recommendations implemented by senior station management to improve brand recognition.
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