Humanizing TV users

Our client has a large active user base and therefore a lot of data on how people use their product… but beyond the numbers the brand knew little about their users! They came to us to humanize their understanding of the data: illuminate users’ experiences, explore the role of entertainment in their lives, understand their relationship with the category and dig into their perceptions of the brand. All of this in service of being able to build a strategic brand roadmap rooted in human truths.

To bring these TV lovers to life, we conducted a 3-day mobile ethnography with users across 4 key markets. This methodology allowed us a multi-day glimpse into their worlds: their media consumption habits and how the brand plays a role their lives. We then conducted a handful of in-home interviews with some of our star participants to dive deeper into their feelings around both the category and the brand. With a member of our film team in tow, these in-person conversations were recorded, so that clips could be used in our final deliverable, which further illuminated our users’ lives and experiences.

Armed with these insights into who their audience is, and their relationship with TV, our client was able to fine-tune its product offerings. They were also able to explore ways to create more meaningful connection with their target audience, and build stronger affinity for the brand in the future.

Presented by The Sound