UKTV – Audience deep dive

Following a new audience segmentation, UKTV needed to better understand the nuanced content preferences of target segments and identify how to deliver against these across its on demand and linear brands in order to maximise the growth opportunity.

We partnered with our friends at Craft who began with two stages of qual, one to focus in on content and the other to explore the role of platform in-depth. This gave us rich consumer-led inputs to use in designing a holistic viewing choice exercise for use in our online survey, which also captured key contextual and viewing behaviours. The viewing choice exercise used conjoint analysis to identify what drives content appeal and how this differs by segment.

Each stage of the research gave UKTV additional audience understanding for its target segments, culminating in a final combined debrief with strategic recommendations around content and distribution strategy overall and by segment.

 

Quantitative training for a senior EMEA research team