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
During the stakeholder phase of our research, we gained valuable insights from senior stakeholders about their current views on the video marketplace. This allowed us to identify the critical questions they needed answered to effectively respond to market shifts and trends. The qualitative phase provided a clear framework for our subsequent research by uncovering the subconscious motivations and beliefs that drive video consumption. Understanding these motivations is crucial for crafting impactful messaging for new products and services. Through choice-based segmentation, we identified key market segments, assessed their sizes, and evaluated their potential values. This segmentation enabled the client to target new video services precisely at the most promising segments, understanding their preferences and the factors that motivate them to try new services. Overall, the research has provided a roadmap for future opportunities and advancements in this vital media sector.
Method
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
