Keeping a finger on the pulse in Wales with the digital switchover
Why the client needed the research
Digital UK is the independent, not-for-profit organisation set up by the main UK broadcasters to implement digital switchover. Beaufort has been tasked with delivering a programme of qualitative research to monitor awareness and understanding of the digital switchover, related attitudes, preparations and intentions.
The research is also required to highlight issues and concerns, particularly region specific issues and overall variations, and to explore various sources of information and their impact (both Digital UK communications, including test creative, and other sources).
Our approach
Given the staggered timing to the switchover within Wales, we are in the process of carrying out a series of nine waves of discussion groups across the country. The nature of the switchover means that we need to be flexible over when and where the groups take place. The sample includes those affected most acutely by the switchover, that is, analogue only households and older people. This requirement has presented us with a challenging recruitment task as this audience is decreasing in size the closer Wales moves to the switchover.
The outcome
With successful recruitment and regular reporting for each wave, Digital UK has been able to keep its finger on the pulse in Wales in relation to the switchover, and anticipate issues which may need more targeted communications. The research is also helping Digital UK to shape aspects of its communications on the subject. We have also brought the findings to life with photo pen portraits of participants based on their TV set-up and attitudes to the switchover.
