SBS On Demand Strategic Research to Attract The Next Generation of Viewers
Role
Project leadership, hands-on research - qual + quant, human-centred design facilitation
Duration
1.5 months
Organisation type
Large org
Project year
2018
Context
• SBS On Demand, like every established brand, needed to attract a younger audience. This would, in turn, increase sign ups and ad revenue.
• According to quant research, the brand was perceived as "unique", "trustworthy" and "honest", but NOT "fun", "youthful" and "exciting".
• I lead the lean research and worked with a junior designer and a team of 5 uni students from the target demographic to assist with all stages of the process.
Their involvement ensured a healthy exchange of co-creation and upskilling.
• According to quant research, the brand was perceived as "unique", "trustworthy" and "honest", but NOT "fun", "youthful" and "exciting".
• I lead the lean research and worked with a junior designer and a team of 5 uni students from the target demographic to assist with all stages of the process.
Their involvement ensured a healthy exchange of co-creation and upskilling.
Image created using Midjourney AI.
Design approach
• Assumptions gathering workshop with Marketing, Data
Insights, Product, Tech, Design and SBS GM
• Qual research (1:1 interviews)
• Quant research (Survey + Desk)
• Synthesis - Insights + Persona creation + How Might We Statements
• Ideation
• Final presentation
Download full report here
Insights, Product, Tech, Design and SBS GM
• Qual research (1:1 interviews)
• Quant research (Survey + Desk)
• Synthesis - Insights + Persona creation + How Might We Statements
• Ideation
• Final presentation
Download full report here
Outcomes I drove
Actionable insights that shaped our marketing approach, content curation strategy and the following financial year's product roadmap.