Mirrorstreampoint
Flagship field study

Commissioned audience study

A field study of who watches, listens, or reads a title — then a set of visual maps and a readout in Batumi so editors and sellers can argue from the same pictures.

People gathered around a television in a dim living room
Evening viewing is still decided on sofas, not in sales decks.
DurationFour to eight weeks after the brief is locked
Where it happensFieldwork across the agreed Georgian towns; analysis and readout at Level 6, 51 Melikishvili Street, Batumi 6000
How it is pricedQuoted from sample, geography, and number of titles
ForTelevision channels, radio groups, newspaper houses, and outdoor contractors who must price or defend a schedule

This is the study most owners commission when a rate card, a programme clock, or a print run is about to be reset. Mirrorstreampoint designs a sample, collects diaries or recall interviews in the agreed towns, weights the returns against a simple population frame, and draws the audience as maps a sales meeting can stand around.

Who it is for

Programme controllers who have inherited a clock built for Tbilisi habits and now broadcast to Adjara balconies. Sales directors who are asked why a Turkish serial outranks the local news after 21:00. Publishers who still quote a print figure that no longer matches kiosk returns. Outdoor contractors who need to show that a Batumi boulevard circuit is not the same walk as a supermarket car park.

The work is not for a brand that only wants a slogan about “knowing the viewer.” It is for a named title or a small group of titles, with a decision date.

What you receive

  • A written method note: sample size, towns, languages of interview, diary versus recall, and what the design cannot claim.
  • Weighted tables of reach and time spent, split by daypart, weekday versus weekend, and language of the household.
  • Visual boards: daypart ribbons, title overlap, and a simple “who left / who stayed” drawing for the flagship programme.
  • One working session in the Batumi room (or a seated video session if the client cannot travel) walking the boards in order, with the method note open on the table.
  • A bound report in English, with Georgian captions on the maps when the newsroom works in Georgian.

What is not included

Buying airtime, rewriting a programme clock, recruiting a permanent panel, licensing any viewing software, or a weekly feed after the study week closes. Those are separate conversations. If a later tracking wave is wanted, it is scoped as a new study with a new sample, not as an automatic continuation.

Who does the work

Field coordinators hired for the towns in the brief; two analysts in Batumi who weight and draw; and the partner who sits the readout. Nino Beridze holds the method. Giorgi Tsereteli draws the boards. Tamara Kapanadze chairs the session so editors and sellers hear the same caveats.

How the weeks run

  1. Lock the brief. Titles, geography, languages, the decision the maps must serve, and the last date a picture is still useful.
  2. Design the sample. Household or individual, diary or recall, and the replacement rules when a courtyard refuses the interviewer.
  3. Collect. Interviewers work the agreed days. Supervisors check a share of returns the same week, not after the close.
  4. Weight and draw. Thin cells stay thin. We do not paint a national claim over a Batumi-only sample.
  5. Readout. Boards in order, objections written down, a short errata if a title was mislabelled in the field.

Preparation on the client side is modest: a complete list of titles and clocks for the study week, language versions of programme names, and one person who can answer “what decision this is for” without a committee.

Constraints we will not hide

A four-hundred-person sample in Adjara will not describe Kakheti. Summer balconies and winter sitting rooms are not the same audience. Satellite dishes and a second set in the kitchen split viewing in ways a single “main set” question will miss unless we ask it. If the brief demands a precision the sample cannot carry, we refuse the sentence rather than shrink the error bar in the drawing.

Price basis

Fees start from the figures on the rates page and move with sample size, number of towns, number of titles, language versions, and whether the readout is in the room or only on paper. A deposit is due when the sample is locked. Field costs already spent are not returned if the client cancels after interviewers have left.

Next step

Send a brief with the titles, the towns, and the date by which the maps must be on the table. A first written estimate usually leaves within two working days.

Send a brief for this study