Interactive Research

IA is easy to measure, both quantitatively and qualitatively. Our dedicated research team at Sky Media can propose and manage the most appropriate research for you.

Quantitative Research

1) Response rates
We know where every responder comes from; we can analyse response rates and cost per response by Sky channels, channel groups, daypart, programme, rating band and timelength

2) Reach
We can measure overall numbers of interactors to all products except Impulse Response using Sky View.  Our own huge panel of 33,000 homes measures sec by sec viewing at a household level, click rates, dwell times and cross-references the data with lifestyle statements - an example of the report we provide for free can be downloaded at the opposite link.

3) Sales
a) In some FMCG cases, where sample sizes are large enough, Sky View can to correlate interacting and actual purchasing using the 7,000 household overalp with the TNS Superpanel - this is very powerful ‘single source' data and you can see the results of 10 campaigns at the download below.  Costs around £10,000

b) For campaigns where names and addresses have been collected Tesco Clubcard data holders, Dunnhumby, can monitor purchase patterns of interactors and non-interactors.  Costs around £12,500

Qualitative Research

1) Usability
Call-to-action, continuity, creative message and ease of navigation can be tested using iBurbia focus groups, Costs around £4,500

2) Effectiveness
Continental Research can carry out telephone research, typically interviewing groups of 100 interactors, 100 ad viewers and 100 people who didn't see the TV ad to measure differences in brand and ad awareness, brand perception and propensity to purchase. The averages of 40 campaigns researched using this method can be downloaded below.  Costs around £12,500