Insight fuelled by innovation

Channel 4 – Personal Diary vs. Social Media


Background: We were commissioned by Channel 4 to design and implement an online survey about the keeping of personal diaries amongst teenagers.

Methodology: We surveyed 500 teenagers, using our specialist youth panel, and compared their responses with a sample of 800 adults, who were teenagers in the 1990s. The online study was undertaken to coincide with the launch of E4’s My Mad Fat Diary with the results used to glean editorial content and maximise PR around the launch of the programme.

Results: Results showed that teenagers are still using private diaries to record their innermost thoughts despite the advent of social media:

Media coverage of the research included Channel 4 News, The Telegraph, the Independent Ireland, Talk Talk News and Orange News

“The team understood the brief and delivered some excellent and easy-to-decipher results with incredibly quick turnaround. The results on teenage diary-writing habits were a valuable part of the overall PR campaign to launch the series, generating coverage in a wide variety of national and online press. We would gladly recommend Alex, Penny and the team.” My Mad Fat Diary press team, E4