Case Study: MBC GROUP achieves faster, deeper cross-media insights with Qualtrics Research Suite

MBC GROUP - Customer Case Study

MBC Group, a Dubai-based media conglomerate operating 14 TV channels, two radio stations and multiple online platforms, needed faster, deeper insights into digital and cross-media audiences across the Middle East. Relying on focus groups and outsourced research was slow, costly and limited their ability to support rapid programming and product decisions.

By adopting Qualtrics Research Suite, MBC built Arabic and English surveys, ran a Ramadan TV/online behavior study in 12 days, launched quick-turn viewer-preference and content-mix research for a new channel, used engaging multimedia surveys for children and recruited participants via website pop-ups. The program reduced research costs by 20%, expanded research volume and scope several-fold, enabled a managed panel of one million viewers and unified feedback in a DMP so executives have fast, actionable insights.

MBC GROUP

Abim Onasanya

Head of Research & Insights