Understanding emerging patterns in video consumption

Challenge

A major national broadcaster identified the need to better understand the emerging patterns in video consumption. Non-live program viewing is accounting for a larger and larger share of media consumption hours. As traditional broadcast declines, it is seen as imperative that the broadcaster be properly positioned for future opportunities. Being prepared means understanding the video landscape and emerging trends and unmet needs. Confirmation of the profile of viewer segments leading change was seen as critical. RESEARCH STRATEGY GROUP was retained to conduct foundational viewer segmentation research to address this need.

Impact

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.

Method

RESEARCH STRATEGY GROUP used our proved segmentation protocol consisting of four key steps. Significant early work was undertaken with key stakeholders at the broadcaster to ensure that internal objectives were prioritized and addresses. A qualitative research stage was undertaken using psychoanalytics to uncover a mental model surrounding the unconscious motivations and beliefs related to video consumption. Incorporating findings from the qualitative stage into the quantitative research instrument ensured that our recommendations would be as impactful and on target as possible. We conducted a choice-based segmentation to determine the key segments and understand their views as they relate to video consumption. These segments were fully profiled on their attitudes, behaviours, and needs for the future as it related to video, Finally, we conducted internal workshops with the client to ensure the rich findings of the research were socialized internally and put to maximum use.

about methodologies used

choice-based segmentation

psychoanalytics