DRG worked with the BBC to comprehensively explore factual media content, covering video and audio. The ultimate objective of the project was to explore audience preferences and needs when it comes to factual TV and radio to feed into commissioning decisions.
We took a two-phased approach, starting with an examination of how factual content is talked about implicitly on social media, using Natural Language Processing to quantitatively measure the extent different perceptions people have of factual media content from text data.
Following this, we moved onto a comprehensive quantitative phase using MaxDiff to uncover the relative importance of different content features when it comes to factual and exploring occasions, drivers, topics, brand associations, preferences and audiences in detail.
