Rockman et al is proud to serve as external evaluator for KQED’s recently awarded $3 million dollar NSF funded project ‘Cracking the Code.’ For this project, media producers from KQED Science will collaborate with leading social scientists in media and science communication to test ideas to advance best practices for engaging diverse, millennial audiences in a dynamic media landscape. The research will test a range of public media science content including text, audio, graphics, and video media that share features with other non-profit and commercial media science content. This will result in our learning how to best meet this generation’s needs and interests around scientific news and information.
For the duration of this two year project, REA will conduct an extensive process evaluation to establish the extent to which the project team is meeting stated goals and objectives. One key aspect of this work will be documenting the team’s use of external feedback from project participants. REA will survey and interview project participants, including KQED production staff, thought partners, and audience members, soliciting feedback on their interactions with the research team, the feasibility of the program testing, production, iteration, and the perceived impact of those activities on the target audience.
REA will also conduct qualitative research with an Advisory Panel (MAP) of 10-12 SF Bay millennials who can provide valuable feedback and insight on various media making strategies and provide a closer look at how millennials are engaging with science media.