Toward Transformation in Education: Behavioral Media Research to Build a Foundation for Narrative Impact

In partnership with Harmony Labs, a media research lab, Murmuration conducted a multi-phased research project to understand how audiences in the U.S. are encountering, engaging with, and responding to education-related content in their daily media lives. Our teams analyzed millions of encounters on TV, YouTube, news, and search to understand the stories that matter. We used a values-based framework to map the values, beliefs, and media consumption of each audience, to provide guidance for education-focused partners.