Audience Lab

Our Mixed-Methods Approach to Research

Audience Lab uses an innovative Living Labs approach that: prioritizes experimentation in a real world setting, highlights study participants as co-creators, and offers a rich mixed-methods analysis through the use of both qualitative and quantitative research methods. This Living Labs approach uses popular quantitative methods (like big data or survey analysis) in order to uncover audience behaviours and patterns. We then contextualize this data with qualitative methods (like focus groups or interviews) which allow us to explain the motivations behind audience trends. We thus offer a 360 degree perspective of audience behaviours, interests, and experiences.

Past Projects Have Involved:
01.
Audience Segmentation
01.
Audience Segmentation
Audience segmentation for a marketing firm
02.
Sentiment Analysis
02.
Sentiment Analysis
A sentiment analysis of online audiences for a major news broadcaster
03.
Living Lab & Experience Sampling
03.
Living Lab & Experience Sampling
A study of millennials and their consumption of news via smart speakers like the Amazon Echo
04.
Survey analysis
04.
Survey analysis
Survey analysis to determine the value of a major video-streaming platform in the Canadian media ecosystem
Our research is sponsored by:
CBC logo
Junction 59 logo
Ryerson University logo
Faculty of Communication and Design: The Creative Innovation Hub