In-house Research that Drives Audience Engagement. ABC Case Study
Presented on 3 February 2021
The Australian Broadcasting Corporation (ABC) is Australia’s largest public broadcaster reaching more than two-thirds of the Australian domestic population each week across five television stations, eleven radio networks and vast digital offerings. However, they are operating in a market where broadcast stagnation, digital disruption and audience fragmentation have become the norm. The entrance of global digital players in the market has pushed the ABC to consider how to revive and sustain audience engagement with relevant content and products.
Although the ABC has a strong and established data culture, audience measurement fails to capture the complete picture of audience behaviours and attitudes.
In order to find new ways to drive audience engagement the Audience Data and Insights team conducts and commissions multiple qualitative and quantitative research studies each year, including brand and content trackers, communication and concept tests, as well as usage and attitude surveys. They even have their own research community – YourSpace – a panel of ABC users who they can call on for research responses.
Samantha Hodgson shared examples of in-house research studies that have made a real difference to how the ABC delivers to audiences.
Samantha Hodgson
Samantha Hodgson Samantha Hodgson specialises in qualitative and quantitative (online and offline) methodologies, as well as digital analytics.
Samantha was employed by the ABC as Lead Insights Analyst between December 2017 and September 2021. Samantha worked with ABC’s International division conducting research and data analysis about overseas audiences – Australian expatriates as well as audiences from diverse backgrounds.
Samantha is now working at iCare, NSW as Customer Research & Insights Lead.
For more information or to express your interest in a similar course, please email academy@abu.org.my