Nelonen Media – The great entertainment study
We got started fast and nSight's team quickly caught on to the idea and goals of our project. The cooperation was uncomplicated and smooth and the team combined solid research and business expertise. We kept the agreed schedule and were very satisfied with the results of the project.
Caroline Lilius, Head of Strategic Branding & Consumer Insight, Sanoma
This project is probably the largest survey of the positive effects of entertainment ever carried out in Finland! nSight offered us a suitably nimble, but also ambitious research package; by combining different methodologies, we were able to dive deep into Finns' use of television entertainment, and we also got a lot of fuel for future brand advertising messages - Entertainment is now proven to be good for you!
Heini Häyrinen, Marketing Director, Nelonen Media
TV channel Nelonen, which has a strong emphasis on prime-time entertainment, wanted to investigate the positive effects of entertainment in the everyday lives of Finns. The goal was to deepen the understanding of the positive impact of entertainment and map experiences and feelings on a versatile and very personal level.
To meet the need, we carried out a study combining qualitative and quantitative research with a broad target group, representing the Finnish population consuming TV entertainment. In the qualitative part we utilized an online platform enabling versatile and fun data collection methods. The participants e.g., kept a journal on their consumption of entertainment and debated in teams for and against entertainment. In this way, we got deep into the emotional meanings of watching entertainment and were able to identify dozens of benefits associated with it In the quantitative study, the objective was to quantify the findings and identify differences in the importance of the benefits between different respondent groups.
As a result of the cooperation, a comprehensive understanding of the positive effects of TV entertainment on the everyday lives of Finns was created. The research results draw a recognizable picture of the role of tv entertainment in the lives of different respondent groups. Results were very relatable, even emotional and delicious for communication purposes!
Nelonen gained diverse points of views and identified many opportunities to further develop their marketing communication under the larger “Entertainment is good for you” concept.