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Consumer Insight

Consumer Insight

Consumer Insight

Our relationship with our audience lies at the very heart of our organisation. We pride ourselves on making sure it is deeper, richer and more productive than that of any other broadcaster. We work hard to understand their attitudes; we study their habits and behaviours. What we learn from this is the starting point for so much of what we do. It informs the thinking behind our commissioning strategy, so we can show them not only what they want to see but what they need to see.

Audience insight is also important from a commercial viewpoint. It means we’re better able to tell advertisers who they are talking to. Our Advertising Research & Development team provides vital support to our Sales team. Their mission is to ‘understand consumers for the benefit of our advertisers, through expert insight and award-winning innovation’. This enables them to maximise our revenues from every airtime opportunity. Spot revenue; sponsorship; product placement; first-party data; and new product development are all driven from here.

Data Science has transformed our ability to paint a picture of what our audience looks like.

Our Data Planning & Analytics team builds the innovative tools that allow us to provide a more personalised service to our audience. Machine learning tools allow us to infer their likes and interests, deliver relevant content straight to their devices and help our advertisers reach consumers who are more likely to be interested in their products.

Then there’s our Audience Research & Insight team. They make sure our audience’s voice is heard in everything from Commissioning and Scheduling to Marketing and Strategy. This involves looking at viewing data, both on our TV channels and our on-demand service Channel 4, as well as on all our competitors' channels. They also help commissioners develop programme ideas and pilots, and help our schedulers determine the best way to schedule our programmes on each channel. They also work very closely with our marketing teams to ensure we understand how our audience thinks about our channel brands. 

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Sophia Field - Research Manager

I work in the Advertising, Research & Development team, which is part of a wider insight department at Channel 4. In short, the research we do supports the sales team in bringing money in the door to make great programmes! I’ve always loved Channel 4, it’s so iconic and the ethos and purpose of Channel 4 is so aligned with what I care most about. I started working here in 2014, seven years ago. Time does fly when you’re having fun! Not a day goes past where I don’t have a real laugh with colleagues, and I feel really lucky to have those relationships. I also love that we are encouraged to support one another. We are all human and having a team of people who are empathetic and supportive makes it such a warm place to work.

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Charlotte Cory - Senior Research Executive

I’ve been working at Channel 4 for five years, having started here as an apprentice. I love helping people and feeling like I’m able to make a difference. In my role I love that I can bring to life what consumers are thinking and feeling, whilst also being able to work with many great people and know that I’m supporting the wider Channel 4 business. Inclusivity is at the heart of what Channel 4 does through our inspiring remit, it’s something we all feel very passionately about here and what makes it such a special place to work! You are empowered to come up with new ideas and approach challenges differently; this is really fulfilling and contributes to the collaborative culture here.

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Lucy Antoniou - Community and Research Manager

I joined Channel 4 in 2010 and it was my first role in the wonderful world of research – and where else to start than the best broadcaster there is?! I’d always loved TV and film and having decided not to go to Uni, I jumped at the chance when I saw an entry level role become available. What I enjoy most about working at Channel 4 is The people behind the channel – everyone is so creative, passionate and take their work seriously… but don’t forget to have a bunch of fun while we’re at it! There is plenty of freedom to try new ideas, challenge existing ways of doing things and there is also a lot of trust.