Media Research

FMR Associates has worked with more than 600 media clients since its inception in 1981. In addition to extensive experience in commercial and public radio, FMR has provided research services to a variety of other media — including commercial and public television, cable companies, cable/satellite networks, newspapers and magazines. These include:

  • Corporation for Public Broadcasting (PBS-TV)
  • PAN-TV (Australia)
  • Tribune Publishing
  • Gannett Company
  • British Broadcasting Company
  • Saatchi & Saatchi Advertising
  • Cox Cable
  • TCI Cable
  • Tucson Newspapers
  • Brehm Communications
  • Various independent television stations and program producers

Objective, Affordable, Innovative Research: All FMR projects are custom-designed to fit specific research objectives, conducted on a confidential basis from goal definition to final report presentation. Our methodologies include:

  • Perceptual Research Services: Projects are used to track changes in media usage patterns, preferences, awareness and/or imaging over time, including measuring the potential appeal of new television programs, cable/satellite channels, publications, etc. In addition, FMR conducts Advertiser Perception Studies, in which confidential executive interviews are conducted with both direct and agency representatives by specially-trained interviewers to uncover competitive images of local sales staffs, as well as general imaging of local media outlets.

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  • EARS® Research Services: Utilizing FMR’s specially designed and unique wireless, hand-held EARS® (Electronic Attitude Research System) computers, which are ergonomically-designed (as displayed to the right). First introduced in 1983, this pioneering research technology is used to test “real-time” viewership response simulation (including video programming simulation, television commercials or program content) with target audience respondents. Each study includes a full, written report – as well as a synchronized DVD displaying the moment-to-moment reactions to the test material evaluated.
  • Website Testing: Utilizing the EARS® technology, respondents simulate website surfing and record their “moment-to-moment” interest in a particular web page or website displayed to them on individual computer monitors or projected on to a large screen. Websites are evaluated two separate times, once in a brief “surfing mode” (to gather initial impressions), followed by a second, more comprehensive viewing. In addition to evaluating the moment-to-moment reactions to the test web pages and eliciting other qualitative follow-up responses, focus group-like quantitative data is gathered utilizing a self-administered questionnaire and/or oral discussions. Each study includes a full-written report plus a DVD displaying the “real time” evaluations to the test websites.
  • Focus Group RoomFocus Groups: FMR randomly recruits respondents using a custom-designed screening questionnaire and coordinates all functions from facilities and group moderation to report analysis and summary report production. A variety of topics can be covered in a single group, based on the objectives of the study. FMR has also developed the use of “Mega Focus Groups” that incorporate the qualitative benefits of focus groups and our quantitative “three-mode” evaluation of test material (which can include the use of our EARS® units). This approach includes 20-24 respondents in a single group that evaluate test material – then split into two “mini” groups to for in-depth discussion – and then reconvene for final evaluations and recommendations.