For the purpose of preparing a research study aimed at understanding the impact of AI media content on the audience trust in Bosnia and Herzegovina, Media and Civil Society Development Foundation “Mediacentar” is looking to engage an expert who would lead research design, methodology, and data analysis and preparation of the comprehensive report, written in B/C/S language.

Preparation of the research design, methodology and the comprehensive report will integrate pre-defined data collection methods as outlined by the project. Quantitative data will be collected by a contracted research company via computer-assisted web interviewing (CAWI) on a sample of 800 adult general population. Qualitative data will be collected through five focus groups by the project team, to explore attitudes, concerns, and reasoning processes in greater depth. Participants will discuss journalist- and AI-generated content pieces of various formats, allowing for qualitative insight into how people interpret credibility, trust, and AI involvement. Data collection is not the responsibility of the lead researcher.

The aim of this study is to identify citizens’ main concerns, expectations, and perceived risks related to the use of AI by media in BiH, and to produce robust evidence that can support media and information literacy and inform media professionals and civil society organisations.  

Scope of work    

The selected expert is expected to do the following work:

1. Research design 

• Designing a methodology for mixed-methods study, operationalizing relevant research questions within the scope of pre-defined qualitative and quantitative data collection methods – including one survey and five focus groups. Research design should accommodate the pre-defined methods for data collection supplied by the project team (22 May).
• Ensuring that the research design responds to a knowledge gap by conducting a thorough review of existing studies on AI use in media, media literacy, and public trust in BiH and in the SEE region. (22 May). 
• Implementing AI expert inputs into methodological framework. (5 Jun)
• Preparing and/or reviewing research instruments and probe materials supplied for focus group discussions. (10 Jun).

2. Expert analysis of findings 

• Detailed processing of quantitative data collected by the research agency through appropriate statistics methods and implementing them in the report. (7 Aug) 
• Thematic analysis of focus group discussions and implementing them in the report (14 Aug).
• Writing first draft of the research report with an expected length of up to 40 pages (14 Aug). 
• Finalization of the report: response to comments solicited from the project team, peer review and amendment of the report (10 Sept) 

3.  Other work 

• Regular and open communication with the assisting researcher and the project team. At least three meetings will take place for planning with the project team (inception meeting, working meetings, and final meeting at the end of the project)
• Participation in an online event presenting research results (September 2026)

4. Confidentiality and data protection and data preservation 

The expert is required to maintain strict confidentiality regarding all aspects of the research. All data and materials provided for processing must be handled with the highest degree of care and must not be disclosed, shared, or distributed to any third party without prior written approval from the project team.

Estimated number of expert days for the duration of the expert engagement:

• Development of methodology and focus group guides 5 days
• Survey, analysis, and report writing 11 days

Required expertise 

The assignment requires advanced skills in research design and statistical analysis. Beyond academic qualifications, the ability to integrate perspectives relevant to the media industry and knowledge of tools used to produce AI-generated content are highly important. 

We are looking for experts meeting the following criteria:

• Advanced academic credentials: Possession of a PhD or Master’s degree in the field of social sciences with demonstrated academic excellence and specialization relevant to the study description. 
• Methodological proficiency:  Demonstrated experience in operationalizing constructs related to trust, credibility, or risk perception using validated instruments, and familiarity with structural or statistical approaches. Experience in experimental methods is considered an asset.
• Proven research expertise: Minimum of 5 years of professional experience in conducting evidence-based research and analysis, with a strong track record in designing comprehensive research frameworks and leading complex research and development processes. 
• Demonstrated ability to communicate findings to wider audiences. 
• Familiarity with media and information literacy, audience studies, public trust in media research, ideally with knowledge of the media landscape in Bosnia and Herzegovina or the broader Western Balkans region. 
• Proven track record in authoring high-level publications: Documented experience in authoring at least 4 analytical studies or reports of regional or international scope, published by institutions, think tanks, or academic institutions, showcasing the ability to produce strategic, policy-relevant insights.
• Extensive background knowledge of the socio-political context in the region where project is implemented.
• Language proficiency:  B/C/S 

Selection criteria 

Received offers will be evaluated against two criteria: Professional experience and financial offer.  

The maximum number of points for professional experience is 80. The applications will be evaluated based on the following criteria:

• Academic qualifications 
• Years of professional experience in evidence-based research 
• Demonstrated experience in mixed-methods research design 
• Demonstrated experience in quantitative analysis 
• Knowledge of and experience in media, audience studies, public trust in media, or media and information literacy, with preference for experience in BiH or Western Balkans context 
• Authorship of at least 4 major analytical studies or reports of regional or international scope. 

Offers below 48 points for professional experience will be rejected.

The maximum number of points for a financial offer is 20, and will be awarded to the lowest financial offer, based on the expert’s net daily rate. 

Interested candidates are invited to send their CVs and financial offer to prijave@media.ba, by April 27, 2026, at 16.00h latest.  

The project "Understanding the Impact of AI-Generated Media Content on Audience Trust", implemented by Foundation Mediacentar, is supported through the broader programme “MedIA-Lit” led by the Centre for Civic Education (CCE/CGO) in partnership with the Helsinki Committee for Human Rights in Serbia (HCHRS), the Helsinki Committee for Human Rights in North Macedonia (MHC), the Tirana Centre for Journalism Excellence (TCJE) from Albania and the Atlantic Initiative (AI) from Bosnia and Herzegovina, with financial support from the European Union and co-financing from the Ministry of Regional-Investment Development and Cooperation with NGOs of the Government of Montenegro.