Request for Proposal For Qualitative Research to Increase Viewing Frequency and Loyalty

Transcription

1 Request for Proposal For Qualitative Research to Increase Viewing Frequency and Loyalty Corporation for Public Broadcasting is hereby announcing a Request for Proposal ( RFP ) entitled Enthusiastic & Open Audience Segment Qualitative Research: Increasing Viewing Frequency and Loyalty. I. Description of the Project CPB is seeking the services of an outside vendor to design and conduct qualitative research to inform efforts to build loyalty and increase viewing among a core public television (sometimes also referred to as PTV ) audience segment known as the Enthusiastic & Open and to facilitate a comprehensive systemwide consultation to inform the development of the project design, communicate findings, and build consensus with respect to the practical application of the research findings among a diverse group of public television stakeholders ( Project ). Throughout the research and consultative process, the vendor will also be responsible for effectively communicating the outcome of the process to a broader representation of public television professionals. II. Background: An integral component of the Strategic Audience Research that has helped to inform the Framework 1 for a Primetime Television Strategy has been the identification of eight (8) specific audience segments. Using information about each segment s attitudes and behaviors, it has been possible to identify where the greatest opportunities to build reach, frequency, and loyalty reside and the specific activities most likely to result in measurable improvements. The existing audience segmentation, while enormously useful for broad strategy, is not however exhaustive in providing insight into each specific segment. Much is known about each segment in terms of general demographic and psychographic characteristics. 2 But a more complex, nuanced, qualitative understanding of each segment s values, interests, beliefs, and motivations insofar as they are relevant to primetime television requires additional primary research. Last year, as part of the effort to inform the development of a new science series for public television, CPB funded drill-down qualitative research on the audience segment known as the Innovating & Inclined. This two-phased project included a series of in-depth interviews specifically with Innovating & Inclined viewers on a broad range of topics related to TV usage and then a series of focus groups including members of other audience segments as well, for the purpose of understanding the origin of viewers appetite for more science programming on PBS. 1 The 2007 Edition of a Strategic Framework for Primetime Public Television can be found at: On page 16 of the Strategic Framework document, there is a detailed section describing the strategic audience research process since its inception in See Segmentation Narrative reference booklet at: 1

2 This year, given the system s special strategic concern 3 for another audience segment the Enthusiastic & Open as well as the challenge of increasing individual viewer financial support of public television, CPB is seeking a vendor to design and conduct qualitative research to inform efforts to build loyalty and viewing among the Enthusiastic & Open audience segment. Concurrently, the vendor will also facilitate a consultation with a group of public television system representatives (the Working Group ). The goal of this consultation is to help inform the design and implementation of the qualitative research and to effectively communicate research findings to help insure a high degree of PTV system-wide application of the research findings. III. Time Frame: Work on this Project must begin in September of 2007, with the first major phase of work completed no later than January 7, 2008 and shared with the public television system at the NETA conference, January 22 25, 2008 in Columbus, Ohio. The second phase of work is to be completed no later than April 28, 2008 and shared with the public television system at the PBS Showcase conference, May 12 15, 2008 in Palm Springs, CA. IV. Qualifications: The ideal vendor will have broad familiarity with and passion for the mission of public television. The selected vendor will also have an established track record of success in conducting qualitative audience research, with an emphasis on rigorous respondent screening, superior interviewing expertise, successful group facilitation of diverse constituencies, and insightful analysis. Evidence of creativity in the communication of research findings and helping strategic groups translate research into action are also required. Broad knowledge of media commercial and public, traditional and non-traditional is essential, as is some experience in the not-for-profit sector where the issues of financial support and philanthropy are central. Vendor team must also include competencies in marketing skills applied in the dissemination of research data in user-friendly formats, and basic project management and administrative functions. V. Likely Constituencies: The comprehensive system-wide consultation that will operate concurrently with the qualitative research must include CPB and PBS, and representatives of the public television system including a range of disciplines (e.g., development, station management, programming, and promotion). 3 As noted in the 2007 Edition of the Strategic Framework, the Enthusiastic & Open audience segment the largest segment of core PTV viewers is exhibiting behavior that could prove to be very problematic for PTV. As the penetration of digital technology increases in these households, the perception of PTV as a unique television viewing source has declined. In an effort to better understand this audience segment and proactively intervene to avoid a decline in the amount of viewing this segment attributes to PTV, the 2007 Strategic Framework, Priority Four (page 7 of document referenced in footnote #1, above) calls for a focus on this critical audience segment. 2

3 VI. Workscope The vendor will be expected to supply a minimum of six (6) kinds of services during the contract period: 1) Research design Specific advice on the appropriate learning objectives for the research, the optimal method for achieving these outcomes, and a specific plan with concrete milestones for implementation. The vendor is expected to utilize existing knowledge about the audience segment in question and patterns of individual financial support in developing its research agenda. 2) Interviewing and moderating services The vendor will provide its own interviewer(s) and moderator(s) to conduct the audience research, including the development of rigorous recruiting screeners, discussion outlines and guides as well as specific exercises and activities that may be useful for eliciting audience input. 3) Recruiting and facilities management The vendor will identify and contract with local facilities and local public television stations in various markets to execute elements of the research that must be implemented on the local level. This includes, though is not limited to, the recruiting of respondents, the use of a suitable site for the research, audio and video-taping, food service, and so on. It also includes the development of recruiting questionnaires and the supervision of a successful respondent recruiting. 4) Analysis and reporting The vendor must also be able to provide detailed analysis of the research findings, with a dual emphasis on evidentiary rigor and actionable results. Transcripts of all interviews and focus groups are required. Reports and other support materials developed will be subject to review by CPB and other key stakeholders. Vendor should be prepared to submit multiple drafts. 5) Communication The vendor must also be capable of presenting the results to PTV system constituencies in a manner that makes the learning accessible, compelling, and readily applicable to strategic decision making. This may include the development of a video production summarizing the findings and utilizing digital footage from the actual research events to help users of the information to hear the Viewer s Voice more clearly. Candidates are welcome to propose other tools or methods for disseminating research results. 6) Collaborative facilitation and process management The vendor must also make provision for a specific means of bringing system input to bear on the development of CPB s audience research agenda, the interpretation of the findings, and the strategic application of those findings. This will include the creation of a consultative body representing relevant system disciplines and/or the utilization of existing groups to serve as an Advisory Group for the Project. Although it is left to the vendor to propose the best method for proceeding, the following is the broad outline of the Innovating & Inclined audience segment research which was designed to inform the development of a new science series for public television (this should be considered the starting point for any plan that a potential vendor might propose for obtaining deeper insight into the lifestyles, values, 3

4 and interests of the Enthusiastic & Open audience segment): A. In-depth interviews; B. Focus groups; C. Analysis of qualitative research; D. Concurrent consultation with appropriate public television constituencies; and E. Communication of findings. VII. Measures of Success: The applicant will be considered successful in the completion of the Project if he/she/it has (1) delivered clear, realistic, and knowledge-driven insight about the Enthusiastic & Open audience segment, (2) has achieved wide-spread understanding and buy-in relative to the new insight, (3) has clearly identified areas where the new insight can be used to inform current and future programming and fundraising activities related to the National Program Service (NPS) and the Strategic Framework, and (4) has accomplished items (1)-(3) prior to the April 28, CPB considers it imperative that the process be executed thoroughly and expeditiously, since time is of the essence in the effort to stem audience erosion and grow new audiences for public television in primetime. VIII. Responding to the RFP: Each response to the RFP must include the following information: 1. Cover Page Cover page should include the Project title, main contact name, official licensee name, mailing address, address, and phone number. 2. Proposal Summary Concise summary of the proposed Project. 3. Proposal Narrative Detail intent and scope of Project including, but not limited to the six elements under Section VI. 4. Project Timeline A detailed schedule of events that include milestones and other significant dates. 5. Project Budget Detailed budget indicating projected hours of services provided, hourly rate card for each tier of service proposed, production cost of all support materials including estimate of cost to produce large quantities of appropriate support materials for use at system meetings and conferences and any proposed travel expenses. 6. Key Personnel & Previous Experience Names of the key personnel, naming responsibilities and time allocated towards the Project as well as past experience that would uniquely qualify the applicant(s) for the Project. Include three references familiar with your interviewing and focus group moderating skills, facilitation expertise, research analysis and communication work. Include samples of your work that clearly demonstrate your ability to communicate complex research findings to a diverse group of stakeholders. Video of past focus group work may be requested. 4

5 IX. Submission Deadline: The deadline for proposal submissions is close of business on August 22, All proposals should be sent via to Terry Bryant at If there is additional information that would be useful to you as you prepare your proposal, please submit your questions in writing to Terry Bryant at the address above or call: X. Proposal Evaluation Timeline: If necessary, CPB will schedule follow-up phone calls the week of August 27, Proposals will be evaluated by a group of external reviewers. CPB expects to select a vendor by September 14, XI. Summary of Required Contracting Provisions: If a proposal is selected for funding, the vendor will be required to sign a binding agreement. Until the selected vendor and CPB have signed an agreement, no express or implied commitment has been made to provide financial support to the Project or the vendor. Vendors are not authorized to commence work until the agreement is fully executed. If a vendor opts to commence work, they do so at their own risk. No oral or written statement other than the signed, written agreement will govern or modify the relationship between the vendor and CPB. Those receiving funds from CPB must be able to comply with a number of requirements that will be included in the operative agreement between the applicant and CPB. By submitting a response to the RFP, applicant is agreeing to the following provisions: CPB is not responsible for loss or damage to the material submitted by a vendor. Any submission to CPB shall become the property of CPB (not including any intellectual property rights contained in such submission), and CPB is not required to return any submitted materials to any vendor. CPB is not responsible for any violation of copyright, trademark, patent, trade secret, or other rights that may result from disclosure made by response to this RFP. Solicitation by CPB of applications does not constitute an agreement by CPB to extend funding to any party for the Project under consideration. CPB may, in its sole discretion, elect not to pursue this Project in any manner. By submitting an application to this RFP, each vendor represents and warrants that it owns or has obtained licenses to all copyrights and other rights with respect to the application and that the application is not defamatory and each vendor grants to CPB the right to duplicate, use, disclose, and distribute all of the materials submitted for purposes of evaluation, review, and research. Vendor agrees that any work they undertake on behalf of CPB is not defamatory and will not violate or infringe upon the privacy rights, copyrights, or other proprietary rights of any third party; Maintenance, for three (3) years following receipt of relevant funds, of all financial records to the project, which records shall be accessible to CPB, and to the U.S. Comptroller General or other representatives for examination and audit purposes; (Vendors will additionally ensure that any subcontractors or consultants under the agreement shall also maintain such records for the period specified and under the same terms); Maintenance, for three (3) years after approval of a final financial report, of a complete file of all subcontracts and other agreements, licenses, clearances, and other documents related to the work undertaken, copies of which shall be made available to CPB on request; 5

6 All research and materials created, developed, compiled or produced pursuant to or as a result of this project (including but not limited to all reports) will be considered ordered and commissioned by CPB as works made for hire under the copyright laws, and made in the course of services rendered. If, for any reason, the proposed research and materials to be provided are not considered works made for hire under the copyright laws, then the applicant will be required to assign all right, title and interest in and to such research and materials to CPB. Vendor must agree that neither they, nor any of their subcontractors, will have any copyrights whatsoever in any research and/or materials created, developed, compiled or produced by them or by any subcontractor, or by any third party participating in the preparation of research or materials for this project; Other material terms and provisions will be set forth in the documents provided to the applicant that successfully completes the selection process. If you have questions as you prepare your written proposal, please contact Terry Bryant at (202) or tbryant@cpb.org. We look forward to working with the chosen vendor. 6