Harker Research

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Television | time tested methods

Whether shaking ideas out of hibernation, helping to maintain ratings dominance, or revitalizing a failing show, we incorporate meaningful consumer insights and intelligence as part of our consultation process. We partner with our clients in the creative process and deliver research and consulting services tailored to their specific needs. We are committed to providing relevant, reliable, and actionable answers to your issues and questions by employing these time-tested methods:

Content Evaluation with Real Time Analyzers

Our Real Time Analyzers measure the immediate response of your listeners to your on-air product. The testing is done in a focus group environment with each listener controlling a meter so that they can register their "feelings". The results, displayed in an EKG-like readout can be monitored from the viewing room. RealTime Meter Methodology combines the elements of a Focus Group, along with some realtime dialog about what listeners like and dislike about programs and Advertising Campaigns.


Strategic Market Profile

The Strategic Market Profile is the cornerstone of a station's understanding of their market. The Market Profile is a carefully designed telephone and online based quantitative study that examines the critical issues confronting a station.

Market Monitor

Market Monitoring provides custom viewing data to monitor market changes. Monthly and/or quarterly reports are compiled to give each client a snapshot of viewership and momentum in each market.

Focus Groups

Focus groups are small carefully selected groups of target viewers who discuss television stations and programming with a trained moderator. These discussion groups enable us to quickly assess changes in the market, as well as help us respond quickly to competitive moves. Focus groups serve as a quick indicator of how well marketing or programming changes are taking hold and whether fine-tuning adjustments are necessary. Focus groups can also help identify key issues and set priorities for quantitative research to maximize the value of perceptual studies. While the small sample is not designed to be extrapolated to the general population, face-to-face discussions with viewers can help us generate ideas, questions, and issues worth further investigation.


For more information, please visit our Focus Group page.

Marketing Development Study

Outside marketing is critically important to the ultimate success of a television station. Unfortunately, a great deal of a station's marketing budget is wasted with ill-conceived or poorly executed marketing. A Marketing Development Study evaluates advertising approaches and helps fine-tune a campaign to maximize its value and impact.

Sales Development Study

In the same way that a person's perception of a television station determines his or her willingness to watch, a media buyer's perception of a television station determines his or her willingness to buy the television station. The Sales Development Study maximizes the station's revenue by helping you better understand what media buyers think of the station. A Sales Development Study develops a profile of the station as the buying community sees it. Aided with the information, we then help develop a strategy to capitalize on perceived strengths and minimize perceived sales weaknesses.

Issue-Out

Issue-Out allows News and News Talk stations to examine both viewership and key issues of the day in real time. A carefully screened group of targeted viewers evaluate their interest level in current events as well as the quality of discussion for each topic. Issue-Out is conducted using a large panel of listeners recruited via telephone and interviewed online.

GenesisTM

GenesisTM is a unique television laboratory where new formats can be tested. A simulated viewing environment pits new formats against existing formats.