Evaluation Services
TAPE has spent 30 years researching how audiences relate to the content that they view. The aim has been to identify the component “triggers” within programmes that significantly influence the decision making process - i.e. what drives the decision whether to view, or not to view (either consciously or subconsciously).
Unique approach
This research is encapsulated within our proprietary and unique approach to evaluating the audience potential of programme concepts, which has been designed to be effective at all stages of the development process.
For example, in terms of drama series projects this means that, from initial concept or treatment, right through the various script stages to the pilot episode and beyond, TAPE can provide insightful and practical input.
To achieve the accuracy we require - and which we demand of ourselves - we continually analyse and interpret the available quantitative ratings data, and internally test our evaluations and assessments against actual performance figures, to ensure that we continue to accurately reflect contemporary audience tastes.
As a result, any projects we evaluate are assessed by a system that is well established, that is reflective of current viewing trends, and that, above all, is totally objective.
Key strengths
We look back in order to project forward, and because our system is uniquely able to dissect programmes, and isolate the key viewer appeal components within them, we can track each element through our database and identify its relative value in audience terms. In a time when genre hybridising is at the forefront of innovation, this ability is one of TAPE’s key strengths.
We do not employ focus groups, since our evaluation process aims to provide valuable insights long before a project can be effectively tested in this way, although we sometimes work alongside, and in conjunction with such techniques.
All of our evaluation services are produced in-house by our own well trained and very experienced executives. For more details see Concept Testing.
Aim
Above all, our aim is to deliver insightful input at a point where final decisions are yet to be taken, to objectively identify intrinsic potential in audience terms, to give direct answers to specific questions, and to provide options and action points rather than simply underlining the problems.
