CIBAR Conference 2013

3rd – 6th November
Hosted by BBG at
RFE/RL Offices
Washington DC, USA


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

Monday, 4th November

Haven’t we been here before? – Allen Cooper

The last time that the CIBAR Conference was held in Washington DC was in 2001. As an introduction to the first session Allen looked at the issues discussed at that conference and review the progress that has, or has not, been made since then.

Research and strategy: Making the best use of research to guide and evaluate strategy

Business intelligence: RNW’s strong combination of research and strategy – Cilia Krus, RNW; Bernadette Van Dyjk, RNW

In the new RNW organization, research and strategy are combined in one small unit, Business Intelligence, situated in one room right between management and editorial departments. The presenters, a researcher and a strategist, talked about the advantages and challenges of this situation.

Strategy needs data: strategic planning and media research at Deutsche Welle – Alexandra Dolff, Deutsche Welle; Werner Neven, Deutsche Welle

The presentation described how the two departments cooperate in the process of strategy and evaluation: systematic program development for international audiences based on data.

Public Broadcaster Missions and Commercial Objectives: How To Square The Research Circle? – Claire Marous-Guivarch, RFI

FMM media depend on a dual funding model mixing public and commercial funds. As public budgets are increasingly constrained, emphasis is put on the development of own resources, and specifically on increasing advertising revenue.

How can research reconcile the paradox of public international media with advertising goals? A case study based on two different regions, Africa and Europe, was used to show that there is no dogmatic answer and how FMM research adopted specific strategies to cope with regional specificities.

Research and Strategy: Getting Everyone on the Same Page – Paul Marszalek and Karen Larson, BBG Office of Strategy

Formulating a strategy is one thing, herding the cats to execute it is another. Getting everyone on the same page is step one. Step two is communicating the information. The BBG demonstrated SMART – the Strategic Management and Research Tool – a cloud-based portal that puts research, strategy, and affiliate information in the hands of all employees and departments.

Research and strategy at ABC International – John Woodward, ABC International


Climate Asia: How well do we know our audiences? – Pam Vallance, BBC Media Action

How do you understand what your audience values most and what communication platforms could reach them best? BBC Media Action undertook a multi-country study looking at audience’s use and consumption of media and audience values in India, Pakistan, Bangladesh, China, Vietnam, Indonesia and Nepal. This data was merged together, and following analysis, was launched in September 2013. The complexity of creating a live public access data portal showcasing media usage and consumption data across 7 countries and audience values was also discussed.

Web analytics: Looking for effective solutions

Collaboration on Web Analytics: The Story So Far – Colin Wilding

Since the last conference CIBAR members have been sharing information and experience on the way that they use web analytics services to assess and improve their online and social media activities. This presentation summarized the progress made so far, as an introduction to discussion of next steps.

Enterprise Web Analytics: Consolidating digital media measurement – Rebecca Shakespeare, BBG


The BBG has more than 300 websites and mobile applications, five separate organizations, and more than 100 units that need individual web analytics. This presentation reviewed how the BBG designed and set up a new agency-wide web analytics solution, with thoughts on transitioning from one web analytics tool to another.

When is the Internet not the Internet? Answers from Southeast Asia – Betsy Henderson, RFA

This presentation looked at the data on social media/ apps and the evidence that people who use them do not consider themselves to have gone on the internet – though obviously they have, using data from multiple surveys.

The presentation looked at the need for greater cognitive testing on new media and the slippery definitions of blogs vs websites, IM vs microblogs, vs bulletin boards and how the new devices complicate things.

How Can We Bridge the Divide Between Online Metrics and Survey Research? – Diana Turecek, Middle East Broadcast Networks

A guided discussion focusing on how online metrics and survey data can help us understand our digital audiences. Conference participants discussed questions such as: What questions should we expect the different types of research to address? What are important questions neither is addressing?

Digital developments

Online bulletin board in Russia: implementation and strategy – Sarah Glacel, RFE/RL; Neli Esipova, Gallup

This presentation covered the implementation of an online bulletin board in Russia used to gain feedback on the site of Radio Svoboda, RFE/RL Russian service, while also examining how this feedback was being used strategically by Radio Svoboda.

Meaningful relationships in social media: What do users value during major international and crisis events: A comparative approach – Ali Fisher, Open University


Digital Engagement Measures: valuing engagement across digital properties – Rebecca Shakespeare, BBG

The BBG is developing an engagement impact measure that counts engagement actions on BBG digital properties. This presentation reviewed the key metrics the BBG were gathering, the actions they represent, and how they roll them up to present channel, broadcast unit, and overall impact.

Tuesday, 5th November

Improving the tools of the trade: developments in methodology

Breaking News from the BBC – Anne Barnsdale, BBC; Beate Rätz, Leuphana University, Germany

BBC World Service and User Research Lab, in partnership with the Centre for Digital Cultures of Leuphana University, have developed a digital ethnographic network that allows observation of “real” news behaviour synchronously around the world. This project has been running for 12 months continuously. The User Research Lab has informed digital innovation, challenged our editorial leaders to review their output on news stories as they happen, across language, theme and organizational boundaries.

Program assessment from a different angle: a content analysis of international broadcasters‘ news shows – Kerstin Weisbach, DW

So far, DW’s main research method to assess program quality and appeal is through qualitative studies (IDIs or focus groups) with members of the target group. In order to add another and more objective perspective, a content analysis of the main news shows of DW and 4 other international broadcasters was conducted. Features such as variety of topics and regions, plurality of presentation or number of sources were coded and the study revealed differences in structure, content and presentation between the news shows of the broadcasters. The project was jointly run with researchers from the Zurich University of Applied Sciences (ZHAW) Winterthur.

The presentation looked at different methodological aspects of the content analysis and presented selected results.

Mobile Surveys: A New Tool for Survey Researchers? – Bill Bell, IBB; Jinling Elliott, IBB

While traditional face to face surveys represent the “gold standard” in obtaining reliable data about the behaviour of target populations, the cost, lag times, and logistical difficulties have led a number of NGOs and commercial organizations to experiment with alternatives. The near ubiquity of mobile phones in many countries would seem to offer survey researchers an opportunity to overcome some of the disadvantages of “classical” survey research. Working with a leading vendor of mobile survey solutions IBB Research ran SMS and IVR –based surveys in several countries this year, with results that suggest both the advantages and disadvantages of this method.

Global Minds 2.0 – Kevin Cowan, BBC

An insight community is an online community which is created and maintained to conduct quantitative and qualitative market research.

Global Minds is the BBC’s insight community. It has over 6,000 active members, who are located in over 180 different countries. All members are regular consumers of BBC news content on either radio, TV or online.

When the community was first launched in 2009 the BBC presented an overview at CIBAR showing how it was being used. This presentation showed how the community has evolved and how it is being used to aid editorial. It also explored the concept of an insight community, showcasing how the BBC and other companies use their communities and looking to the future at some of the new opportunities emerging for communities.

Diaspora Polling by Mobile Phone: Reaching Hard-to-Reach Audiences – Jeffrey Pollack, AudioNow, Alex Moe, AudioNow

Diaspora populations across the U.S. and Western societies have expanded into the millions over the past decade, yet the ability to “take the pulse” of these listeners in any language is often prohibitive by cost or access. AudioNow’s unique survey capacity, which allows for broadcasters to ask any questions in-language, in any country, offers a window into this hard-to-reach yet influential ethnic global marketplace.

This session explored hyper-ethnic surveying, using case studies and polls produced in collaboration with Hart Research and Associates in Washington, and AudioNow’s own“Flash Poll” feature.

CIBAR Core Questionnaire: towards Version 6

Here’s one I prepared earlier: interesting results from dull data – Colin Wilding

Colin had been experimenting with the generation of random responses to survey interviews using a process that follows the routing and filtering in the questionnaire. In this paper he showed the how the results can be used to examine the effects of questionnaire design and sample weighting on the reliability of data.

CIBAR Core Questionnaires: a vendor perspective – Dawn Royal, Gallup


CIBAR Questionnaire Observations From Kenya, October 2013 – Sonja Gloeckle, IBB


Measuring Reach Two different Ways – Split sample Experiment in India – Rajesh Srinivasan, Gallup; Bill Bell, IBB

BBG has the opportunity to insert a short module of media questions in any of 145 countries that Gallup regularly conducts national surveys in each year. However, due to space limitations it is important that the questions be optimized to mimic what would typically appear on a traditional media survey. This experiment evaluated what if any bias is introduced when the reach question is administered as a single question versus a two-part question.

Impact, Engagement, Value

The changing cultural value of international broadcasters – discussion introduced by Ali Fisher and led by Colin Wilding on behalf of Open University

A round table discussion in which key organisations were asked to respond to a few focussed questions around the changing cultural value of international broadcasters as input into an Open University project. The central thrust was to explore the extent to which they perceive their key purpose as bearing a dual function as: a) news providers and b) soft power organisations, and how their role, functions, practices are changing as they become digital organisations.

How engaged really are they? Developing a measure of Narrative Engagement – Pam Vallance, BBC Media Action

With no standard method of measuring engagement with programming across markets BBC Media Action have been trialling the measures of engagement with narrative formats in Nepal and Nigeria using both recall measures in cross sectional surveys and in lab settings where stimulus is played and audiences respond. In this presentation they looked at which yields better data and which measures could work across markets.

Use and image of the national TV broadcaster ORTM in Bamako, Mali – Anke Fiedler, MICT; Dirk Spilker, MICT

The study comprises quantitative standardized questionnaires for face-to-face interviews conducted by students from Bamako University, supplemented by qualitative focus groups with around 30-50 people.

Understanding the use of digital and social media among Kenyan youth: a story of diffusion of innovation, adolescent behavior and how a Quant study became Qual – Susan Gigli, InterMedia

In spring 2013 InterMedia collaborated with UNICEF to help them examine issues of digital rights, safety and opportunities among young people in developing countries. The focus was on the use and impact of digital and social media among adolescents in Kenya. The presentation focused on lessons learned in shaping a study when budgets are tight, working with young people, and understanding how they adopt, share and discuss digital media.

Wednesday, 6th November

The media development perspective

Media Development Organizations (MDOs) were invited to talk about how they use audience research. Contributions were invited from each of the MDOs represented. In addition there were a number of individual presentations as case studies.

About BBC Media Action – Anna Godfrey, BBC Media Action


Audience research and the editorial cycle of a radio: a case study from Tunisia – Anne Bennett, Hirondelle USA

Fondation Hirondelle’s work with one of the regional stations of the National Broadcaster in Tunisia, Radio Gafsa, served as a case study to explore the life cycle of a programming schedule, starting from internal focus groups and culminating in the launch of a new grid. The presentation demonstrated how Hirondelle uses quantitative methods to complement internal qualitative work with its production teams at the radios.

Research and Data for Integrated Strategic Approaches in Media Development: Case Study: Guatemala – Petra Berner, DW Akademie; Peter Deselaers, DW Akademie>


What counts as impact? Each MDO gave a presentation on what impact means for them and their organization and how they measure it.

Developing an Impact Framework: Media Evaluation in Conflict Zones – Sheldon Himelfarb, U.S. Institute of Peace


Media Evaluation at USIP – Christine Mosher, U.S. Institute of Peace


What is impact and how do we measure it? – Anna Godfrey, BBC Media Action


Developing a BBG Impact Framework: Challenges and Lessons Learned – Bruce Sherman, BBG; Theresa Beatty, BBG; Dawn Royal, Gallup

What does success look like? How do we know we’re achieving our mission? Working with its broadcast networks and research partner, the BBG has developed a framework for examining impact beyond audience reach. The BBG presented key challenges and lessons learned along the way.

Research in challenging environments

Working in fragile states – Zoe Fortune, BBC Media Action; Anna Godfrey, BBC Media Action


South Sudan National Audience Survey – Natalie Forcier, Forcier Consulting; Nina McMurray, Internews


Jonglei Radio Baseline Study – Anke Fiedler, MICT; Dirk Spilker, MICT

The quantitative study was conducted in Jonglei State, South Sudan, in April – June 2013. The study is part of a project implemented jointly by the Deutsche Welle Akademie, Media in Cooperation and Transition, Danicom, and Danmon Systems Group. The Deutsche Welle Akademie is the consortium leader and the project is funded by UNDP as part of the Jonglei Stabilization Programme (JSP). The eventual outcome of the project will be the establishment of a state-managed radio station in Bor, Jonglei State. As a first step toward this, MICT was responsible for the design and implementation of a survey of media users and radio listeners in Jonglei State. The presentation described the planning and implementation of the survey, its results and the anticipated outcomes.

Collaboration in action

Media development organizations and international broadcasters identified potential areas of cooperation and discussed next steps

Collaboration in Action at the BBC – Kathryn Pollock, BBC Global News; Zoe Fortune, BBC Media Action

Zoe and Kathryn discussed the process for getting a joint survey to field, process, learnings and discussion.

Media Evaluation at USIP – Christine Mosher, USIP