Case Study: Engaging Every Viewer: Rural Insights for a Multimedia Giant

THE CLIENT: Leading Multimedia Network

THE INDUSTRY: Media and Broadcasting

THE CHALLENGE

A leading multimedia network saw strong potential in rural markets, an important but often overlooked market, but traditional methods were not capturing the nuance of rural viewers or the cultural and logistical realities of these communities. This made it difficult to gather the data needed to guide content and advertising decisions.

THE SOLUTION

Qlarity Access developed a strategy that went beyond conventional research methods to create a more inclusive approach to viewer insights.

• Specialized Recruiting: Conducted a six-week field study in rural areas surrounding Green Bay, Wisconsin, using a mix of database targeting and community outreach to reach participants.

• Human-Centered Approach: Engaged consumers directly within their communities to achieve 97% market coverage and 100% completion of demographic targets across all five audience segments.

• Dual Methodology: Following the 242 quantitative interviews, the Qlarity Access team recruited 41 respondents for 3 in-person focus groups.

THE IMPACT

The project gave the client a stronger understanding of rural audiences and the data needed to shape content and advertising strategies with more confidence.

• Focus on Insights: The comprehensive recruiting and partnership gave the in-house team more time to focus on insights from engaged, diverse panels instead of recruitment logistics.

• Clearer Picture: The research delivered a clearer picture of the rural market, helping the client make better-informed audience decisions.

• New Benchmark for Quality: The study set a new benchmark on rural market research for the network by showing the value of human-centered data collection in reaching overlooked audiences.

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