Paramount

Keeping pace with business transformation

Recently, the Paramount insights team placed a strong focus on accelerating research turnaround times and boosting member engagement. Over many years, the team established practices that made activities rewarding and ensured members were targeted with the content that was most relevant to them. 

To keep engagement fresh, the team leaned into simple but powerful techniques:

• Visual appeal: incorporating images and graphics to make surveys inviting
• Respect for time: keeping surveys concise and mindful of length
• Recognition of contributions: rewarding participation in ways that feel meaningful, with options for members to enjoy or donate their rewards to charity
• Accessible language: using consumer-friendly wording
• Open dialogue: offering space for participants to share thoughts in open-ended formats

• Curated experiences: maintaining a homepage with programming news, quick polls, and newsletters that keep members connected

Partnering with Alida’s community management team, engagement strategies evolved: over the last 18 months, the team has seen a significant boost in survey effectiveness, with nearly doubled participation rates and an industry leading 44% average response rate. This highly engaged community allowed the research team to deliver findings to stakeholders within 24 hours when needed.

Even under pressure to turn research around almost immediately, the team is confident in their ability to provide analysis that supports quick decision-making. Data collected over years helps to segment and tailor studies, transforming the community into a responsive, insight-rich resource that drives impact across the business.

Driving impact through audience connection

The Paramount Insights team has delivered significant cost savings to the business by consolidating research efforts, reducing the need for costly ad hoc research and additional tools. Their advanced strategic approach — combined with excellent external community management support — continues to streamline and maximize research output.

The community has influenced the development of multiple franchises, bringing television enthusiasts into the research process to inform original content.

“There’s lots of inspiring opportunities ahead to go outside of our usual and evolve and change. We’re able to act fast and support our existing stakeholders plus new business partners” says the Paramount team. 

Looking ahead, the team is focused on broadening the reach of the community by establishing new sub-communities that will engage fresh audiences and expand the scope of insights. This evolution will open the door to a wider range of perspectives, enabling the team to explore new questions, uncover emerging trends, and ensure decision-making reflects the voices of fans worldwide. By deepening these connections, Paramount is building a research ecosystem that not only supports today’s priorities but also positions the brand to thrive in the future.