Lisa Clark from Discovery Channel presented on using an online research community to study the impact of the 2012 UK Olympics on viewer attitudes and preferences. The community included 3,000 core viewers who responded to engaging surveys with a high response rate. In the lead up to the Olympics, the community provided insights that showed interest and national pride increased after the successful hosting of the Games in London. Research after the Olympics found viewers had a highly positive experience and enjoyed events like cycling, athletics, and swimming.

1. A
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February
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Event
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Using
a
community
to
explore
how
the
UK
Olympics
impact
viewer
aItudes
and
preferences
Lisa
Clark
Discovery
Channel

2. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
Using a community to explore how the
UK Olympics impact viewer attitudes
and preferences
Lisa Clark – Research Analyst
Discovery Channel

3. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
Where it all began
• Launched in 2007
• Currently 3,000 core viewers
• Average response rate of 43%
• Re-launched April 2012 with VC

4. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
Roll up, roll up…

5. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
Roll up, roll up…
discovery.uk.com website
Discovery Newsletter

6. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
Roll up, roll up…
Facebook
TwiCer
YouTube

7. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
A new beginning

8. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
A new beginning

9. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
Let us entertain you
Engaging,
interac*ve
surveys
are
key

10. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
Giving back

11. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
This is what we do
Programme
Tes*ng
Start
of
Series
Tes*ng
Talent
Tes*ng
Sponsorship
Research
Post
Campaign
Analysis
Tes*ng
Print
Topical
Research
Monthly
Programme
Tracker

12. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
Getting ready for London 2012

13. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
Let the games begin

14. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
Let the games begin

15. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
A summer to remember
High levels of enjoyment and engagement

16. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
Cycling
Track
A summer to remember
Most enjoyed events
Athletics Rowing
Diving Swimming

17. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
A summer to remember
Increased support for the 2012
Games being hosted in London
Interest in the Games increased
due to its location in London
National pride rose considerably
after the Games had finished
Highly inspirational to the next
generation of sports stars

18. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
A summer to remember
2012 London Olympic Games - who is the first person that comes to mind?
Before
After

19. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
Thank you
Lisa Clark
Discovery Channel

20. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
Q & A
Lisa
Clark
Discovery
Channel
Sue
York
NewMR.org

21. Lisa Clark, Discovery Channel, UK
Session 2: Research Communities, March 15, 2013
Lisa Clark
Follow
Lisa’s
tweets
at
@
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Connect
with
Lisa
on
LinkedIn
@
uk.linkedin.com/pub/lisa-­‐clark/41/18a/99b/