Harris ‘pop up’ audience research
December 12, 2018
Harris Interactive, a leading digital market research agency, has announced the launch of Harris PopUP Live – an innovative online discussion platform providing broadcasters with in-depth viewer engagement insights in real-time. This new product, powered by Toluna technology, is built around Harris Interactive’s successful PopUP Community platform, originally launched 18 months ago.
PopUP Live enables TV, radio and online broadcasters to gain in-the-moment feedback from viewers and listeners tuned into a specific show while it is on air. Using the platform, broadcasters can view, download, and control the conversations – as members share their reactions, likes, and dislikes in a moderated discussion.
Already in use in the UK and Europe, a recent PopUP Live application involved Harris Interactive’s media team engaging a pre-selected audience watching a prime-time daily TV show. The live chat included a discussion of general viewing habits, motivations to watch and expectations of the show, while viewers shared their thoughts on features, hosts, and guests. Members were highly engaged in sharing their views. Having just experienced the show, they were primed and keen to discuss their motivations and barriers to watch again, and preferences for future content.
Denholm Scotford, Head of Media and Entertainment at Harris Interactive said: “Getting audience feedback, and capturing changes in sentiment during a show, is invaluable for broadcasters to inform editing, aid programme development and enhance audience engagement.
“Qualitative research used to mean lengthy, drawn out, and expensive undertakings in order to get real feedback from real viewers, but now it’s easy and cost-effective to capture insights while a show is live, and stakeholders can view the discussion as it takes place. As a result, quicker decisions and adjustments can be made to improve viewer enjoyment and engagement.”
The platform is managed by Harris Interactive’s specialist media researchers, with a discussion guide specific to individual client needs. Clients are able to view and download insights instantly, or access clean transcripts and analysis from the day after transmission.
“The combination of our purpose-built platform, seamless access to an extensive global panel, and category expertise is striking a chord with our clients,” commented Debbie Senior, VP Global Products & Automation of Harris Interactive.
“Our PopUP Communities enable fast turnaround and insights, with a flexible approach, at a more cost effective level than traditional qualitative approaches. We’re delighted that our broadcasting clients can now benefit even further from this.”
Other posts by Nick Snow: