Gaelic Research Services

Description

Applications are invited from service providers to recruit, operate and maintain a Gaelic Audience Panel (“the panel”) primarily aimed at measuring viewership of BBC ALBA video content on linear television and non-linear (iPlayer, online and social media) platforms as well as capturing data on listenership of BBC Radio nan Gàidheal and on how consumption of SpeakGaelic and LearnGaelic video content on non-linear platforms intersects with BBC ALBA viewership. The panel must have a minimum of 300 active members who complete a weekly diary recording their media consumption and qualitative assessment of content consumed during the specified week. Reporting of the survey results to MG ALBA will be on a weekly basis. The contract will commence on Monday 2 October 2023 for three years with an option to extend for one year at the discretion of MG ALBA and with the agreement of both parties. - A panel comprised of not less than 550 people aged 16+ with a response rate of 300+ people per week; - successful delivery of research based on a demographically - including life stage, disposable income, lifestyle, range of media behaviours and age factors - and geographically representative panel comprising users of Gaelic, both speakers and learners; - Weekly reports based on designed surveys capturing daily and weekly Gaelic media consumption; - Measurement and reporting on how under 35s and other audiences with a multi-platform, digital-first approach consume Gaelic media; - The creation and management of quarterly moderated on-line focus groups per annum with a focus on specific demographic, linguistic or geographic groups of the panel and/or specific Gaelic content propositions, to be agreed in advance with MG ALBA, and the quarterly reporting of findings. In order to ensure delivery, the successful applicant will be expected to provide the following, which will form part of the contract: Strategy and Planning 1. Deliver a panel operating and maintenance strategy including a panel member replenisher programme; 2. Plans to incentivise hard to reach respondents i.e. under 35’s; 3. Design and maintenance of surveys capturing daily and weekly Gaelic media consumption, including 10% of surveys offline/paper-based to the extent agreed to be necessary for completeness of data; 4. Design quarterly moderated online focus groups to add additional information to the quarterly reports; 5. Regularly assess the implementation and impact of the panel and if necessary adjust accordingly; 6. Breakdown of how the budget will be spent. Execution 7. Be the key delivery partner for MG ALBA’s Gaelic audience research; 8. Meet quarterly with MG ALBA and senior BBC ALBA executives to analyse reports; 9. Collection and collation of offline/paper-based panellist raw data, to the extent agreed to be necessary for completeness of data; 10. Processing and weighting of panellist raw data; 11. Creation of weekly/monthly/annual reports and data files with designs bespoke to MG ALBA’s requirements; 12. Weekly/monthly/annual reporting including presentations and excel data files delivered via email; 13. Understand the BBC ALBA and Radio nan Gàidheal services; 14. Provide insights at agreed intervals into the attitudes of Gaelic learners to the SpeakGaelic and, if appropriate, the LearnGaelic brands; 15. Provide strategy, insight and support at quarterly meetings or at agreed other key periods in the year; 16. Collaborate with BBC research colleagues. The aim of the activity is: - To measure, track and report on the consumption of Gaelic media providing insights into the panel’s range of media behaviours; - To measure, track and report the panel’s use of different media platforms; - To measure, track and report the panel’s awareness of the BBC ALBA brand and level of satisfaction with Gaelic media; - To analyse the panel data to provide insights into audience consumption and behaviour and use these insights to support Gaelic media strategy including Gaelic language learning provision. Outcomes: - Weekly panel information and insight into Gaelic media consumption on all platforms including digital platforms; - Quarterly insight into consumption and verbatim feedback on the SpeakGaelic media products and the LearnGaelic website. Measurable KPIs will be agreed upon the appointment of the successful tenderer.