Navigating the Shift: Understanding Emerging Patterns in Video Consumption

Challenge

A prominent national broadcasting company acknowledged the rising importance of understanding the changing patterns in video content consumption. They noticed a significant shift in viewer behavior, with an increasing preference for non-live programs over traditional live broadcasts. This prompted the company to proactively strategize and prepare for emerging opportunities. To achieve this, they aimed to gain a comprehensive understanding of the video landscape, including current trends and viewer preferences. Identifying the specific audience segments driving this shift was deemed crucial. As a result, the company enlisted Cognitive Market Research to conduct extensive viewer segmentation research, recognizing this effort's significance.

Impact

Cognitive Market Research carried out the segmentation process using a well-defined protocol involving four key steps:

1. Stakeholder Engagement: Collaborated closely with key stakeholders at the broadcaster to prioritize and address internal objectives.

2. Qualitative Research: Employed psychoanalytic techniques to uncover unconscious motivations and beliefs related to video consumption.

3. Quantitative Research: Used insights from the qualitative stage to perform a choice-based segmentation analysis, accurately identifying key segments and their perspectives on video consumption.

4. Segmentation Profiles and Workshops: Created detailed profiles for each segment, outlining their attitudes, behaviors, and future video-related needs. Additionally, conducted internal workshops to ensure the effective dissemination and application of the research findings within the organization