The stakeholder phase of the research was invaluable in terms of cataloguing senior stakeholders’ current understanding of the video marketplace and bringing into focus the questions they needed answered to respond well to market developments and trends.
The qualitative phase provided a unique model to help frame subsequent research and to understand the unconscious motivations and beliefs that underlay video consumption. This is critical for producing impactful messaging for new products and services.
A choice-based segmentation identified key segments of the market, their size, and potential value. The segmentation allowed the client to precisely target new video services to the highest potential segments, and to understand what they are looking for and what will motivate them to try new services. Overall, the research provided a road map for future opportunities and developments in this critical media sector.