How does DW know who its audience is? | Questions and answers about DW as a media company | DW | 15.12.2016
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How does DW know who its audience is?

DW engages in wide-ranging market and media research to better understand its audience. It analyzes the media markets in the target areas.

The DW law stipulates that Deutsche Welle performs "an ongoing assessment of their offers and their effects". An evaluation report represents the final step in this process and is published on the Internet.
In regular studies, DW explores the structure of national, regional, and local media markets and examines the reach of its individual offers. These studies also assess the image of Deutsche Welle and Germany. Other valuable information is also gathered – such as how the target population uses established and new media and what content it considers interesting. A differentiated picture is necessary because digitization and other factors have had a significant impact on how media is used across all markets. Socio-demographic data, such as age, gender, and education, is also regularly surveyed.
DW uses personal, telephone, online, and email surveys as part of its media research as well as channel evaluations by media experts, in-depth interviews, and focus groups. In the last four years alone, DW has performed research in more than 70 countries and thus established the basis for ensuring that our content is interesting and appropriate for our global audience.
DW’s media research is an active participant in the ARD/ZDF media commission and a member of the "Conference of International Broadcasters’ Audience Research Services" (CIBAR). Other CIBAR members include Radio France Internationale, BBC World Service, Voice of America, and Radio Free Europe/Radio Liberty in addition to many other international broadcasting service providers. They agree on standards for global media research, exchange experiences, and cooperate on research.

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