August 10, 2023 / Laura Greinke
How do screen media products engage and impact audiences? You’re invited to participate in an innovative research project that seeks to answer this question!
In a ground-breaking collaboration, Magnify Digital, OCAD University, and TELUS Fund have developed a suite of tools set to revolutionize audience impact measurement for screen media. With 18 months of dedicated research, this effort goes beyond traditional metrics, offering a comprehensive understanding of how screen content genuinely engages and influences audiences.
Audiences will be invited to participate in trials of the new tools after the following FREE virtual screenings:
• MILK – Aug 22nd at 4:00 pm PST / 7:00 pm EST
• Connecting the Dots – Aug 23rd at 4:00 pm PST / 7:00 pm EST
• A Better Man – Aug 24th at 4:00 pm PST / 7:00 pm EST
• Magnitude of All Things – Aug 30th at 4:00 pm PST / 7:00 pm EST
Following testing, ScreenMiner™ users will be able to access this survey tool to further understand their own audience’s engagement. Stay tuned for more updates!
About the Research Project
Led by Dr. Sara Diamond, OCAD University’s researchers have developed a blueprint for the Qualitative Analysis Suite (QAS). This revolutionary toolkit combines surveys, social media scanning, synchronous meeting analysis, and a unique scoring system. Going beyond the limits of quantitative metrics, the QAS provides a holistic approach to assessing the impact of screen content on individuals and groups.
“Quantitative metrics, such as views and ratings, don’t tell the whole story when it comes to measuring the value of original screen content. We need to look beyond traditional markers when we contemplate ‘success’, particularly when it comes to health and well-being content,” observed Elizabeth Friesen, Executive Director of TELUS Fund.
The QAS testing starts with the QAS Survey, a flexible form builder tool that allows screen media companies to create, edit, and deploy structured surveys across a chosen group of participants, and then analyse results. QAS Introspection is a second survey sent to initial respondents one month later.
The QAS trial kicked off at the Regina International Film Festival, with surveys accompanying the screenings of captivating films like “A Better Man,” “Magnitude of All Things,” “MILK,” and “Connecting the Dots.” The tool will also be tested during virtual screenings of the films during August 2023.
This joint effort heralds a new era in audience impact measurement. Introducing the Qualitative Analysis Suite (QAS) and leveraging ScreenMiner™, the screen industry gains unprecedented insights into audience engagement. As these transformative tools take centre stage, the future of comprehensive audience analysis is brighter than ever.