Audience Research and Segmentation Studies in Eastern Europe and the Western Balkans

s Eastern Europe and the Western Balkans. IMS reserves the right to enter into more than one framework agreement as a result of this tender. Across the region, disinformation, information manipulation, and declining trust in information sources continue to affect public discourse and democratic resi

lience. To design effective responses, media organisations, civil society actors, and other stakeholders require a deeper understanding of audience behaviours, information needs, media consumption habits, levels of trust, and vulnerability