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.

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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

Outcomes I drove

Actionable insights that shaped our marketing approach, content curation strategy and the following financial year's product roadmap.

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