Media Market Research
InterMedia built its name on its wide range of traditional and innovative research methods, focusing on local, national and international media environments, new communications technologies and audience media preferences. Since 1996, InterMedia has been researching how audiences around the globe use various media to stay informed—how they get their information and stay connected to the outside world and to each other.
We provide data- and insight-driven research and counsel based on understanding the views and habits of populations around the world, particularly in challenging research environments. We also provide strategic counsel on impact evaluation and course corrections to achieve core mission.
Media as an Interactive Experience
Because of the rapid growth and proliferation of new communications technologies—satellite TV and radio, the internet, SMS, blogs, social media and smartphone apps—more people around the world have access to more media, as both consumers and as content producers. The line between media and communications is blurring rapidly. Getting information is no longer a passive experience; media are becoming increasingly interactive, acting as a conduit through which knowledge and opinions flow. Our clients include broadcasters, governments, NGOs, think-tanks, advocacy organizations and marketers who want to know how people are using these technologies and why.
A sample of the information we gather for clients include:
- How often audiences use radio, TV, print, the Internet, SMS, social media and word-of-mouth to garner information;
- Audiences’ most important news and information sources;
- Media equipment they own;
- Trustworthiness of media they use;
- How they receive TV and radio signals—satellite, cable, FM, shortwave, for example;
- Activities for which they use internet and how it is accessed (broadband, dial-up, Internet cafes);
- Uses of cell phone technology
Our clients look to InterMedia to find the best way to reach populations, from hip young professionals in the dynamic urban centers of countries like India and China, to isolated, rural, difficult-to-access groups in Asia and Africa.
InterMedia provides research and analysis in support of:
- Short- and medium-term communications plans as part of public diplomacy or national security policy, supporting military or diplomatic objectives, deployments, for crisis communications or media-response teams.
- Long-term communications, as part of public diplomacy or international development programs.
We offer valuable insight at key steps in the strategic communications process:
- Research during the planning or pre-execution phases of the strategic communications plan.
- Analysis and evaluation of plan post-execution; measures of effectiveness; impact.