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MARKETING LEADS

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CONTENT CREATORS

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PRODUCERS

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COMISSIONERS

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RESEARCH & INSIGHT LEADS

✦ MARKETING LEADS ✦ CONTENT CREATORS ✦ PRODUCERS ✦ COMISSIONERS ✦ RESEARCH & INSIGHT LEADS

I WORK IN THE MEDIA & ENTERTAINMENT INDUSTRY AND…

I WANT HELP WITH UNDERSTANDING MY CONTENT, BRAND AND AUDIENCE BETTER

  • Do you ever feel like you're guessing about what your audience wants and needs?

  • Have a creative concept for content but need data to validate its strength before going all in?

  • Want to understand how your brand stacks up against your competitors in the market?

  • Are you curious about how your content resonates with your audience, but don't know where to start?

  • Need help designing research to inform your next creative brief?

get your questions answered

01

CONTENT, AUDIENCE AND BRAND EXPLORATION

let’s delve deeper

Previous Experience

BRAND: BBC

QUESTION: What are the content and audience opportunities for an extension of the Radio 1 brand focused on relaxation and wellness? Is there enough interest?

RESEARCH: A desk research report uncovering the market opportunity, audience needs and content considerations.

RESULTS: By highlighting the market opportunity in addition to the key audience and content considerations the insights from this research supported the case for expanding the Radio 1 brand into the wellness category.

BRAND: Audible

QUESTION: What do listeners of Safe Space like and dislike about the podcast? Does our current format work? How can we enhance our listener’s experience for future series?

RESEARCH: A quantitative survey testing episodes among prospects and gathering feedback from members about exploring how future series can build upon the success of series 1.

RESULTS: The feedback and insights gathered from both prospects and existing listeners provided the production team with clear recommendations and editorial guidance for future series regarding the format, hosts, guests and most engaging aspects of the series.

02

CONTENT AND MARKETING ASSET TESTING

test your ideas

Previous Experience

BRAND: Audible

QUESTION: What drives UK listeners to comedy content? How can we emphasise this in our comedy campaign? How can we measure the creative impact on the brand?

RESEARCH: A quantitative survey exploring where, how, and what type of comedy audiences listen to and watch. A quantitative survey measuring brand impact pre- and post-ad.

RESULTS: The insights sat at the heart of the creative brief and provided guidance on what elements should be at the forefront of Audible’s ‘Laugh Through It’ ad, which increased positive brand perceptions and has since won awards.

BRAND: Audible

QUESTION: What are the key content opportunity areas within the self-development and wellness genre, and how can we better capitalise on this via commissioning and marketing?

RESEARCH: A quantitative survey + first-party data + co-creation workshop to explore the opportunity areas and audience content needs within the self-development and wellness category.

RESULTS: The insights guided Audible’s self-development and wellness commissioning strategy whilst the co-creation workshop led to concept testing 50+ ideas, some of which are currently in development.

IT ALL BEGINS WITH A QUESTION

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IT ALL BEGINS WITH A QUESTION ✦

HAVE A QUESTION? let’s chat.