CREATING YOUR COMPETITIVE EDGE WITH A FEATURE-RICH PANEL PROGRAMME:HOW DID FREMANTLEMEDIA DO IT?

ROSS WILLIAMS, IPSOS CONNECTALEX OSBALDESTON, QUESTBACK

Fremantle were the perfect fit for a panel-based solution to their research needs when we first approached them in 2008 because…

FremantleMedia make shows that everyone watches

Very little research was being conducted at the time into what people thought of these shows

To conduct individual research programmes about each of their key shows of interest would have been a very expensive proposition…

…as would obtaining fresh sample every time a new survey is required for their shows

The panel started out light – initially covering only the shows below in one market (UK)

Why did FremantleMedia need a panel?

Aside from it being the most suitable approach to fit their needs, the benefits of a panel go beyond the research scope:

Run correctly, a panel will last years and create a very strong working relationship with your client

This longevity spreads the message across your client’s organisation, increasing potential for spin off work

No two panels are alike; you will learn things that can be applied to other panels, and vice versa

NOT loss leaders, panels are a pathway to unorthodox methodologies, freeing both agency and client up to make it whatever they want it to be, far beyond simple monthly online surveys

Panels are a fun challenge, with a discipline to running them seldom seen in other research methodologies

Panels are flexible and versatile – over time they can morph into something very different from the original approach…

Why did Ipsos Connect want a panel?

Humble Beginnings…

Detail Only 12 surveys a year Itemised costs for additional surveys Surveys written by Fremantle and critiqued by Ipsos Recruitment from Fremantle programme websites of

interest Forum facility in place, but very rarely used

First year hurdles

Very basic scripting tool, constantly hindering progressSupport function based in North AmericaPanel portal did not support a recruitment surveyRecruitment script couldn’t handle traffic generated by FM sitesWe had to say “no we can’t” far too often (eg. no weighting)

12

3

What were we doing wrong?

Fitting capabilities around need, not the other way round

Much greater flexibility in the number of surveys launched, the frequency and subject matter

After a somewhat fractious first year, the panel improved little and often over time, and with it so did the relationship between FremantleMedia and Ipsos Connect

Better incentivisation, going far beyond giving out prizes

Device agnostic surveys

Incorporation of qual techniques into panel operations

Branching out into other programmes and subject matter

Adding other markets to the research programme

Slowly becoming a trusted partner rather than a transactional agency

As the remit grows…

…Fremantle’s use of the panel grows exponentially

Allowing Fremantle the means to answer the following questions in a matter of days:

Who are the stars of tomorrow?

Can we transfer successful formats from one market to another?

Does my show have the right host / look and feel?

Is the pacing of my programming too frenetic or too slow?

How do long running shows perform on key metrics?

Why do people watch the shows that are in their viewing repertoire every week?

What are the sponsorship and merchandising opportunities for a show?

What aspects of a show are working or not working?

Does my concept for a show have the potential to become a pilot?

Does my pilot have the potential to become a show?

Key learning – the right panel for the right client

Moving on to an external tool after six years…

If they can’t do it now, they will build it

Video rating exercises, allowing respondents to critique videos of any length, rather than relying on recall at the end

Resolving long standing issues…

No longer waiting for support from other time zones

…without compromising on the improvements we had made since launching the panel, our move to Questback strengthened our offer and in turn, our relationship with Fremantle has gone from strength to strength

Seamless migration from one tool to another

Updates that do not cause temporary loss of service

Maintaining our super fast survey turnaround times

On-hand training for Ipsos and client staff

Back–end reporting that eradicates the need for data processing

Ease of adding additional markets

DIY scripting

A happy panel…

…15,000+ people worldwide who Fremantle contact regularly for advice on how to better their output

Engaged Respecte

dInterested

Invested

InfluenceConditioned

Rapport

Fair-minded TV fans

Upcoming advancements

Socialising the panel

The Fremantle panel never rests; future considerations for the evolution of the panel include:

Making more of the portal website

Introduction of norms

Regular on-site involvement in both offices

Training Fremantle staff to take on qualitative studies internally

For more information

www.ipsos-mori.com/ipsosconnect

Ross WilliamsResearch Director, Ipsos Connect

020 8861 804107881 913 086ross.williams@ipsos.com

Alex OsbaldestonSolutions Director, Questback

020 3598 570207738 469104

alex.osbaldeston@questback.com

www.questback.com/uk

Any Questions?