What was the problem?
Consumer research into a programme concept had suggested that the proposed new programme may not achieve the ratings that the broadcaster required from it. This left our client in a quandary – to commission what seemed like a great idea, or to listen to what consumers were saying, and bin it?

What did we do?
We used conjoint analysis to determine what share of ratings the new programme could expect – by simulating the real choices that consumers make, rather than being hostage to the restrictions of questioning people directly about their claimed preferences
We were also able to determine the optimal mix of programme content – format, presenters, series development – based on modelling analysis of the choices respondents made in our survey

So what?
As a result of our analysis, our client gained the confidence that they needed to go ahead and commission the programme. It has been a huge ratings success and in 2009 will see its fourth season