Media Tracker Survey recommendations to OfcomBy Tim Barber
The Ofcom Media Tracker Survey examines media penetration and usage habits of UK adults, and their attitudes across a range of related issues such as advertising and the impartiality of the news. Results from the media tracker are used to inform policy so the methodology needs to be robust and defensible. Using its extensive knowledge, BDRC was able to suggest to Ofcom that in order to achieve this robustness and to enhance the value gained from its spend it should utilise online research.
BDRC conducted subsequent waves of the tracker using a dual methodology, utilising both face to face and ad hoc online surveys in parallel. By comparing the results and performing various statistical analyses, BDRC identified which key questions are necessary to weight online data to make it truly representative of an equivalent offline survey.
The new methodology has provided Ofcom with major savings in research costs, enhancing the value of their research budget. During a time of increased pressure for public sector bodies to reduce costs we have helped Ofcom position itself as an innovator and leader in the research field.