Online Dial Testing

Ipsos MediaCT’s Online Dial combines the granular diagnostics of a dial test with the cost-effective national reach and quantitative robustness of an online survey.

This innovative approach helps you to analyze what different groups think of your content and why; in the process, identifying how you can optimize it to engage your target audience.

A range of features to identify what’s working, and not working

Engagement: Respondents indicate their level of interest throughout the show using a sliding scale controlled with their mouse (the online dial). This identifies specific strengths and weaknesses of a program that are often missed by quantitative surveys alone.
Flagging: Knowing what the audience thought of your show is important, but knowing why they thought it is essential to the optimization process. Respondents can actively flag scenes they especially like or dislike and are prompted later with follow up questions on those scenes (active flag). Respondents are also prompted on any scenes for which we record significant dial movement, even if they didn’t personally flag it (passive flag).
Viewership: Respondents can indicate if they would “tune out” if they were watching in a truly real world environment. Respondents in our survey continue to watch the entire show and move the dial post “tune-out,” allowing you to see which later elements appealed to those who "tuned out."

In-home testing for a true to life experience

Unlike in-person dial tests where consumers are asked to come to a venue at a specific time and watch a show in the company of strangers, we offer a more realistic viewing experience through a secure online link. The respondent chooses how, when and where they watch it, just like they would in the real world.

In-depth survey with normative data

Respondents provide real-time feedback throughout the show using our unique dial interface (see sidebar). After watching the show, respondents are then asked about likes/dislikes, characters, pacing, fit with the network, future intent to view and other key metrics. A customizable standard questionnaire ensures shorter set up time and comparisons to norms on key metrics, while allowing for content specific questions.

Interactive reporting for fast & easy access

Our easy to use, online interactive reporting interface (see next page) gives you fast access to the results and the ability to focus on particular scenes, comments, metrics and target audiences. All key metrics, including the scorecard and verbatim comments are downloadable for easy integration into offline reports.

Expertise to help you optimize your content (and campaign)

Content testing is a big part of what we do at Ipsos MediaCT. We work with many of the leading networks, studios and online content sites at all stages of the content development and promotion process and help our clients understand the connection between content and brand.

Our expertise doesn’t stop at testing content. Through our industry-leading tracking study TV Dailies, we monitor new and returning shows in the weeks leading up to their launch; helping you to maximize the impact of your marketing campaign.