With over 20 years of Primary Research experience, Rob is a passionate Consumer Insights and Research Professional with the knowledge and experience to ensure that the voice of the audience is heard in a way that creates win-wins for both the audience and the ABC. In 4 years at the ABC, Rob has established a strategic quantitative measurement framework that informs Corporate KPI measurement and audience understanding across the ABC. Encompassing brand, corporate and impact measurement, this extensive system is managed and conducted inhouse by the ABC Audience Data & Insights team.
QUALITY & DISTINCTIVENESS PROGRAM
The Australian Broadcasting Corporation (ABC) is Australia’s largest public broadcaster, reaching ABC reaches more than two-thirds of the Australian population each week across our 5 Television Stations, 11 radio networks and vast digital offerings. We are operating in an increasingly competitive media landscape; one with increasing competition from global players, digitisation and the responsibility to fulfil on our charter to deliver to all Australians, while constrained by a fixed and reduced operating budget.
To thrive in this challenging environment, our management and content teams need to understand what our audiences think about our content on offer, to ensure we are delivering a point of differentiation in the marketplace. To meet organisation needs we developed the ABC Quality & Distinctiveness Research Program.
Since the introduction of the Quality & Distinctiveness program, we have improved our audience experience with our NPS growing from 32 to 51 and we have commissioned and re-commissioned programming that uniquely serves our population.
At a time when it is difficult to measure success, the Quality and Distinctiveness program has become a key part of the way the ABC understands our audiences. This program has given our organisation meaningful, actionable results to ensure we deliver to audiences.
Co-Presenter: Mandy Prowse