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Finding which TV channels people among a community often watch and how inclined they are towards giving for charity.
"FG Connect have been a valuable partner to us over the past year and we continue to be impressed by their professionalism. We have gained some fantastic insights from across the UK."
Ellie Kirby,
Bravespark
Objective
The main objective of the research project was to find out which TV channels and programs people in the selected community (Muslims) watch so that various charity programs can be promoted on those channels. They will also need to find out their income levels and their proclivity towards donating certain amounts of money. The community members are usually hard to reach via online means hence, street interviews using the CAPI (Computer Assisted Personal Interview) method was to be used to obtain feedback. According to the needs of the survey, it was required that the respondents must be 30% female and 70% male in Bradford and 35% male and 65% female in Birmingham. The ideal would be a 50/50 ratio.
Solution
The CAPI survey was created using SurveyGizmo, ensuring that no longer than 10 minutes would be required to respond to all the questions. A minimum of 10% was aimed for each age group, 18-24, 25-34, 35-44, 45-54, 55-64 and 65+. The gender ratio, on an average, was maintained between 35-65%. A total sample of 700 was achieved including 300 from London, 100 from Birmingham, 100 from Bradford, 100 from Manchester and 100 from Leicester.
Result
Qualified data was gathered from the community regarding their TV programming watching patterns and their inclination towards contributing for various causes. This helped the client, Bravespark Media, create a profile of the demography to promote different charities in a targeted manner.
