MIATV’s programming strives to create profound and lasting impact in the countries in which we operate, an outcome that is best measured through rigorous data collection. Our commitment to research serves as the foundation for all of our media engagement. To better understand our products, we rely both on third party analysis as well as innovative data collection techniques we have developed on our own. In each instance, our objective is to understand how best to target our core audience and deliver the positive behavioral change our partners seek in a verifiable way.
Our research tools include:
Quantitative Research / Viewership Monitoring
Broadcast television viewing in Africa remains in a transitional state. While televisions have become more affordable and access to regular television content increased, radio and social media compete for our viewers’ attention. To ensure we remain on target, we engage third party research firms to provide us with the most current data concerning regular viewing habits.
Working closely with our partners and other research firms, we engage in important qualitative research that helps us better understand our audience, how and why they watch our programs and whether they have changed their behavior as a result.
We also look to alternative research analysis to gain insight on our impact. In 2012, we engaged a Social Return on Investment (SROI) analysis of the program Minibuzz that found an impact ration of 30:1 – for every $1 invested an impact equivalent to $30 was realized.
Informal Focus Groups and Polling
In addition to third party assessments, we regularly conduct informal focus groups and polling among the participants of our programs. Watch a summary of informal research through street interviews conducted in Uganda in early 2014:
Partner Impact Assessments
For Content Partners, our immediate impact assessments measure within 24 hours how program content may have influenced behavior. We engage our broadcast audience in an SMS poll; participants are then called directly and asked a series of questions to elicit impact data. These assessments have been very successful in Uganda and will be available for our Tanzania partners in 2015.