Case Study Round-Up: Media and Content Work

From Disney+ to Discovery+ and FIFA to Fortnite, consumers have dozens of entertainment options available at their fingertips. W5 has decades of experience helping our media and content clients reach more eyes.

Check out these case studies to see how W5 helps brands uncover triggers, beliefs, attitudes, and motivations that propel consumers’ decision making and drive loyalty.

Profiling Gamers With Worldwide Surveying

A global technology brand wanted to understand gamers to drive the innovation pipeline from device prototypes to game content. W5 conducted a comprehensive consumer profiling survey in [name countries] to assess demographics, category behaviors and attitudes, psychographics underlying those behaviors and attitudes, and opinions of the gaming marketplace including competitive brands.

RESULTS

·       Created robust profiles of gamers, including key needs, desires, and motivations

·       Revealed commonalities and differences by market and device types (PC/desktop vs. console vs. mobile)

·       Provided strategic recommendations to address unmet needs in the category

Driving Empathy through Mobile Ethnography

A leading TV and IPTV provider was interested in understanding of  how rural households consume media to drive more effective, relatable communication strategies that would encourage subscription trial. W5 conducted digital ethnography over the course of ten days to capture weekday and weekend media consumption patterns and follow-up interviews to probe on themes identified during the ethnographic research.

RESULTS

·       Created a “day-in-the-life” view of the target consumers’ daily lives, values, and viewing habits

·       Developed consumer profile “empathy maps” that acted as quick reference guide for internal teams to leverage

Inspiring an Experience-Centric Framework

A leading sports and entertainment organization sought to further its position as a cutting-edge, fan-centric experience across unique touchpoints including ticketing, socializing, and the game itself. W5 leveraged a hybrid approach of expert interviews, meta and trend analysis, fan co-creation workshops and a quantitative survey to build and refine Fan Experience Journey Maps.

RESULTS

·       Developed a fan-centric framework of the consumer journey to provide short-term and long-term innovation ideas

·       Fueled hypotheses and opportunities to guide scope and immediacy for innovation in ticketing

Exploring Gen Z Television Preferences

A leading tech company sought deeper understanding of the needs and behaviors of Gen Z when consuming video content as well as TV-centric service and product solutions that would resonate. W5 conducted five-days of Digital Media Diaries, friend pair interviews, and ideation focus groups to understand needs and desires of this younger generation.

RESULTS

·       Created  Personas illustrating different ways Gen Z engage with  a traditional television and how it fits into their consumption ecosystem

·       Provided recommendations to enhance viewership and increase personalization for younger audiences including ways to adapt to new usage contexts

·       Uncovered views around privacy, communal experiences, and preferences for curated content