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Viewers of Video Players in India
Introduction:
The client sought to gain insights into the behaviors and preferences of users who watch content on various video players such as Jio TV, MX Player, YouTube, Amazon Prime, Amazon Mini TV, and Fire TV in India. The goal was to understand platform usage patterns, content preferences, and demographic factors of users aged 18 to 45 years.
Research Methodology:
- Research Method: Computer-Assisted Web Interviewing (CAWI) was used to reach a broad spectrum of participants digitally.
- Sample Size: The initial target sample size was 3,000 respondents, with a follow-up requirement of an additional 448 respondents.
- Target Audience: Indian users aged 18 to 45 years, using platforms like Jio TV, MX Player, YouTube, Amazon Prime, Amazon Mini TV, and Fire TV.
Challenges:
The research team encountered significant challenges during the sampling process, particularly related to establishing quotas based on interlocking criteria like gender, age, city, NCCS, and language preferences. Additionally, the recruitment of users who specifically engaged with Amazon Mini TV and Fire TV proved to be challenging due to their relatively lower penetration in the general population. This difficulty led to a decline in the in-field incidence rate (IR), making it harder to collect the required data from these segments.
Solution:
To overcome these challenges, the team employed a custom pre-screener within our panel to enhance targeting precision. This approach allowed for better alignment with the client’s requirements, especially in targeting users of the specific platforms and ensuring the desired demographic breakdown. By using this pre-screener, we were able to enhance the sample balance and boost the in-field incidence rate, enabling us to effectively target the right respondents.
Sample Distribution:
Delivery & Outcome:
The research team successfully delivered a total of 3,000 completed surveys within the 10 to 15 business day timeframe, meeting the client’s requirements. The quality of the sample was exceptional, and the data collected accurately reflected the video consumption habits and preferences of the target demographic across various regions.
Due to the success of the initial survey, the client requested an additional 448 completed surveys to further enrich the data. These were successfully delivered, ensuring the research project met all expectations.
The client expressed high satisfaction with the findings and the quality of the sample. The comprehensive insights gathered from the study provided valuable data to understand the usage patterns of different video players across India, including the lesser-represented platforms like Amazon Mini TV and Fire TV.
Conclusion:
This case study demonstrates how targeted panel solutions and a custom pre-screener approach can effectively address challenges in recruitment and quota establishment. By leveraging these methods, we were able to provide our client with high-quality, reliable data that met their objectives. The client’s satisfaction with our work resulted in additional sampling requests, further solidifying the success of this project.
How Robas Can Help:
Robas Research offers tailored market research solutions to address complex challenges in diverse industries. With expertise in innovative methodologies, data collection, and analysis, we deliver actionable insights to drive informed business decisions.
Call to Action:
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