CIBAR Conference 2012

11th – 14th November 2012
Hosted by BBC Global News
Salford Quays, Greater Manchester, UK

Programme

Copies of presentations are available to members.  Login 
Some may also be available to non-members – for more information contact CIBAR.

Monday, 12th November

Media in the UK

Media Research in The UK – How It’s Done And What It Tells Us – Kelly Parkinson, Head of News Audiences, BBC

BBC Audience Research was established in 1936. Fast-forward to 2012 and audience researchers face the challenge of telling a clear audience story in a complex media market – characterised by increasingly fragmented media behaviour which has moved beyond the TV set. This presentation will look at key trends in the UK media market and outlines some of the ways we are keeping audiences at the heart of what the BBC does, from industry rating currencies to more innovative methods.

Qualitative methodologies

Qualitative Research – The Story Beyond the Methodology – Joe Bonnell, InterMedia Europe

In any research project, methodology is only part of the story. This presentation goes beyond methodology itself to focus on the other things that matter in a qualitative project – analysis, making the most of our data, and ensuring the findings ‘live’ within the client organisation and beyond.

Hippies with Handy-cams: How effective is using self-collected data to understand audience behaviour? – Hugh Hope-Stone, Hope-Stone Research

This presentation looks at how self-collected data at music festivals can be an effective tool for understanding audience behaviour. Taking a panel of participants who were given a brief to video and audio record their experience; their likes, dislikes, highs and lows, the presentation shows what worked well and not so well and what we learnt from the process. In summary it looks at how such an approach could be adapted and used by international broadcasters for reaching new audiences and better understanding existing ones through targeted broadcasting at and during specific events and times of the year.

User Research Lab: International Ethnographic Research in the Age of Digital & Social Media – Lisa Bachmann & Beate Rätz, Leuphana University

The User Research Lab of the Leuphana University Innovation Incubator is doing research in close cooperation with the BBC. Its core question: How can content providers increase usage/engagement in the age of social media?

We want to introduce you to our “sleeping network” project. It is a long-term qualitative project based on a network of ethnographers and core participants in eight countries. The network can do research instantly and simultaneously at a given moment. The “sleeping network” provides the BBC with insights into news consumption, especially of news events, that is: important drivers of traffic. We want to give you some examples in the presentation.

Moving the Dial: Two Case Studies in Measuring Engagement (Working title) – Moses Odhiambo & Kevin Cowan, BBC; Werner Neven, DW

BBC: Traditional research methods have provided great insight over the years into what makes a successful programme. However, it has always proved hard to get beyond topline observations to a more granular evaluation of programming. To try and get a deeper level of insight the BBC has recently conducted two surveys using a hybrid methodology, combining use of dial tests with traditional methods.
In this presentation, through the use of two case studies, we will seek to highlight the benefits, insights and added value gained from using this approach as well as the challenges.
DW: Early in 2012 DW’s Turkish service started developing a new TV program. Since it was DW’s very first TV show for the Turkish market, there was a need for knowing what would be appealing to the target group and what should be changed before actually going on air. Another aim of the study was to find out how a magazine from an international broadcaster needs to be customized for a regional audience.

To ensure a deeper level of understanding how the target group perceives the new show, we decided to use a mixed methodology, combining traditional qualitative research with instrumental measuring. Instrumental measuring in this case means devices like slide controls for the viewer and a measurement of the electrical resistance of the skin used to find out in real time how the participants react to the program, e.g. interest per second, involvement, emotional engagement etc. In other words, where does the audience get emotionally involved and at which point does the viewer lose interest. The presentation shows this new method of instrumental measuring at work: lessons learned for the research team and the benefits for the journalists producing an international program format fitting for the national media landscape.

For many years, the prevailing view within international broadcasting has been that its information needs could not be adequately met by research services provided by research organizations for national and local broadcasters. Technological advances have blurred the distinctions between national and international broadcasting, and international broadcasters have been making greater use of industry-standard research vehicles. Should we still think of research for international broadcasting as a special case?

In this discussion we will compare the needs of international broadcasters and other users from the perspective of the broadcasters themselves and of the research suppliers.

Social & new media

Broadcasters’ use of social media and research strategies – panel including AEF, BBC, DW, IBB, RFE/RL

 

Significance of New Media for International broadcasters in emerging markets – Rajesh Srinivasan, Gallup

We will present the results from the latest data available from select markets across the globe that shows the significance of new media as a platform for news and information and discuss its implications for international broadcasters.

Digital Media in Africa – Bill Bell, IBB

A lot is being said about the digital revolution in Africa, some justified, some not. This presentation will take a hard, data-based look at the evolution of digital media in Africa and the opportunities they present (or don’t) to international broadcasters. Its goal is to present a more nuanced picture of where digital is making a difference (both in terms of geography and demographics) in the near/ mid term, and where significant impact is further off.

An Analysis of the Most Popular Arabic News Videos on YouTube: Case Studies in Egypt and Morocco – Diana Turecek, MBN, Joe Bonnell, InterMedia & Ali Fisher, InterMedia

In support of MBN’s efforts to incorporate citizen journalism videos into its current programming offer, MBN has commissioned InterMedia to conduct an analysis of the 100 most popular Arabic-language news-related videos on YouTube in Egypt and Morocco. The project, launching in mid-October, will involve digital network analysis to identify the most popular news-related videos, a content/contextual analysis, and a deliverable linking the findings to the actual video content.

UGC as part of social media revolution(s) – Hélène Rezé, AEF

We will present our concept of user generated content platform, the Observers, both the Internet section and the TV show. How it is part of our social media strategy and how it has evolved alongside with different world events/revolutions.

The Olympic Games 2012, the BBC World Service & Twitter – Marie Gillespie, Rob Procter, Billur Aslan, James Dennis, & Nour Schreim, Open University

This session will examine how international news organisations like the BBC World Service (WS) are adapting to social media and integrating it into their journalistic practices. In particular, it evaluates the Twitter strategy adopted by the WS during the London Olympic Games. It does so comparatively through a quantitative and qualitative analysis of a carefully selected sample of approximately 10,000 tweets harvested from the BBC’s Arabic, English, Persian and Russian Services. Our particular concern was to get at the nature of ‘the global conversation’ – who is reacting to who in what way, and in particular how people are reacting to the BBC coverage and its social media output.

The project set out to address the following questions: what impact did the WS Twitter strategy have during the Olympic period on reach and/or engagement? Did it generate more followers? Did it allow for greater exposure to WS content? Did increased transparency among broadcasters and audiences attract new followers and audiences? Did its twitter strategy make it easier for overseas audiences to follow and understand the Olympics? To what extent did the BBC’s language services become a hub/centre for discussions of Olympics in Arabic, English, Persian and Russian? Do WS Tweeters exert influence in the Twitter sphere? Do WS tweeters create greater engagement? The panel will examine issues of methodology (our methodology included a coding frame that allowed us to trace gender, national and religious dynamics), as well as the wider implications of social media, like Twitter, for issues of democratising media participation.

Tuesday, 13th November

Quantitative methodologies

Using CAPI and SMS Panels – Bob Tortora, Gallup

Pistol’s sword: Large-scale aggregation of audience data from surveys – Colin Wilding

International broadcasters depend heavily on sample surveys for performance measurement and audience insights, but these surveys are generally analysed separately. What if you were
able to gather all the respondents from all of the surveys under one (analytical) roof?

For some years BBC Global News has been working to aggregate key data from its surveys, and this project has now come to fruition in the Global News Dataset, with more than 250,000 respondents from around 100 surveys. The paper will show how the aggregate dataset can yield information that cannot be gleaned from the individual surveys. It will also discuss some of the theoretical and practical issues involved in its construction and the potential for its development in future.

The CIBAR Core Questionnaire put to the test – Kerstin Weisbach, DW

Not so long ago CIBAR members developed the “CIBAR Core Questionnaire” (CCQ) to ensure consistent and accurate measurement of key performance indicators in the context of growing competition in local media markets and at the same time ever-tighter budgets for public broadcasting. Compared with the IARP questionnaire, the CCQ was designed to be shorter and tighter, and hence, better suited to the changing research environment of declining response rates, growing interview costs and weary respondents.

To find out if the CCQ is fit to meet these high demands, DW conducted a research study to test and compare the CCQ with the questionnaire developed for the former IARP. The research approach combined two distinct and complementary components: cognitive interviews and a quantitative matched sample comparison in both Kenya and Jordan.
Results underline the challenge of carrying out international media research in changing media environments and may help to prevent mistakes in future research programs.

South Sudan: Voices from an Emerging Democracy – Matt Warshaw, D3

The Republic of South Sudan is the newest country in the world, gaining independence from The Republic of the Sudan on July 9, 2011. In order to better understand how the people of South Sudan view the issues facing their new nation, D3 Systems of Vienna, VA, in partnership with Infinite Insight of Nairobi, Kenya, fielded a South Sudan survey in November 2011. D3 Systems’ survey of South Sudan measures public opinion as it relates to the most important issues facing this new country. In addition to improving understanding on a range of issues, the survey also captures key demographic information and includes questions that measure media penetration and usage.

The survey presented several challenges, not least of which were the recruitment and training of survey staff in a country with no developed research infrastructure. In addition to describing some of the results of the survey, the presentation will describe and review the steps taken to ensure that the survey was conducted to a high methodological standard.

Open Forum – Working With Universities And Media Development Organizations

Historically, international broadcasters have tended to use commercial research firms for the bulk of their audience research and insight work. The information needs of the broadcasters frequently overlap with those of media development organisations and academic bodies; yet whilst there has been some collaboration it has tended to be ad hoc.

Are we missing opportunities to share data, experience and expertise? Is there a case for more sustained cooperation?

Contribution to forum – Kavita Abraham Dowsing, BBC Media Action

Web analytics and related issues

From sketches to a new website: Research for relaunch – Kerstin Weisbach, DW

In 2011 an extended working group from all departments of DW planned and prepared a complete relaunch of DW’s website www.dw.de. A major rebranding went along with this process. The relaunch went live in February 2012.

The market and media research team gave advice and support to the group in the course of the redevelopment of our website. During the different stages of this launch cycle, multiple methods were applied in order to determine user expectations, reactions to different new designs, and explore the usability and user experience of the new website. The presentation will illustrate the advantages of integrating the target groups’ view into the development and continuous optimization of DW’s website.

Driving Business Change Through Online Data – Jemma Ahmed, BBC

BBC World Service has recently implemented a new web analytics system. Compared to the previous system, the replacement is more sophisticated in terms of the level of information which can be gleaned on online behaviour. The presentation describes, with examples, the BBC’s experience helping to drive change across the business, particularly in terms of design, product, marketing and editorial. For example, it covers the attempts being made to persuade people to use the system for real time editing on site, to inform an “always on” approach to search marketing, to optimise
the BBC’s homepages, using the system to set tangible and measurable targets etc. The presentation will also touch on some of the challenges the BBC has faced with the system,
such as measuring syndicated content, getting stakeholders to understand an area which can be quite overwhelming – training and converting the metric unique browsers into ‘people’.

Analyzing Analytics – Beata Janosz, RFE/RL

The presentation will review current RFE/RL practice with web analytics. In addition to a general overview of measures and tools in use, it will consider in more detail RFE/RL’s experience with Google Analytics, together with issues of measuring apps and social media use. It will discuss progress towards a BBG-wide tool for measuring and reporting web stats, and consider how web analytics reporting can be made more useful for journalists.

Targeting audiences against a background of change

Using Diary Data to Develop FM Partnerships – Hugh Hope-Stone, Hope-Stone Research & Claire Rooney, BBC

In many developing media markets FM and TV partnerships are of key importance to international broadcasters to ensure audience reach when SW is declining and obtaining FM frequencies difficult. However many partners, particularly FM stations have little or no audience insight data to hand and instead broadcast on the basis of hunch and instinct and often the lowest common denominator. As a result it is difficult for them to gauge the value of their own airtime for advertising and programming, and consequently the value of rebroadcasting international broadcaster’s content.

This presentation outlines how we used diary data in Karachi, Pakistan, to demonstrate both the general value of audience insight for FM stations and the specific value of hosting BBC programmes. By identifying partner audiences and their behaviour we can provide a robust argument for a more audience focused and differentiated and ultimately competitive approach in crowded and homogenous market.

For the BBC using diary data in key markets can help us understand the local dynamics as well as build partnerships through data sharing. By pump priming the use of industry accepted data the BBC can play a dual role of both broadcast partner and as trainer by helping stations understand they can be more than simply everything to everyone with adverts in-between.

International Broadcasters in Egypt After the Arab Spring: Why They Matter – Diana Turecek, MBN

How has the proliferation of media outlets in the Middle East and North Africa since the outbreak of the Arab Spring affected international TV broadcasters in the region? What is the niche for western TV in these highly competitive markets? Most data and examples will focus on Egypt and Morocco.

Panel discussion: How Are Broadcasters Responding To Changing Conditions and Audiences? What Is The Role Of Research In This Process? – panel including AEF, BBC, BBG, DW, RNW

Wednesday, 14th November

Impact & engagement

Casting a Broader Net to Measure Impact in Broadcasting – Leah Ermarth, BBG, Darby Steiger, Gallup & Chris Stewart, Gallup

We will present the results thus far of Gallup and BBG’s efforts to improve the way broad outcomes are measured and reported to internal management and external stakeholders. This effort stems from the new requirements of the Government Performance and Results Modernization Act (GPRAMA), implementation of the BBG 2012-2016 Strategic Plan, and an increasing demand from sponsors, board members, and others for evidence of impact and effectiveness.

Understanding impact – Measuring Public Value – Hugh Mackay, Open University

At the BBC, RQIV (Reach, Quality, Impact and Value) provides the framework for accounting for its public value. This presentation will explain how impact, engagement and value are defined, measured and deployed at the BBC World Service, and how these measures relate to key performance indicators (KPIs). It will explain how website and social media analytics packages allow existing KPIs to be measured in new ways; and allow new measures of public value. These could be useful in the context of the shift from Foreign Office to Licence Fee Payer funding.

Searching for Insight – Paul Tibbitts, RFE/RL

Media organizations inside and outside of international broadcasting have struggled for years with the question of how to define the impact of their broadcasting as well as how to measure and report it. The presentation will discuss some of the desk research that RFE/RL have undertaken in order to prepare an impact index that they are planning to release to
the language services in the coming weeks. The presentation will conclude with a discussion of the individual components that RFE/RL chose to include in the index as well as an explanation of how they plan to score each component in the index.

Feedback from open forums & final discussion