This study served as a benchmark and tracking study for a cutting-edge premium video content service among early adopters.
|completion date:||July 2006|
|the approach:||This study served as a benchmark and tracking study for a cutting-edge premium video content service among early adopters. An online quantitative study was performed to determine profiling, usage and satisfaction data, prioritize content categories and highlight key target segments. To complement this study, follow-up qualitative research was performed among these key segments to further explore preferences and improvement areas.|
|the results:||Detailed factor and regression analysis helped determine key predictors of satisfaction and willingness to recommend the service. Validation of key value propositions was performed to drive improvements to positioning and messaging for advertisements. Additionally, this tracking study resulted in recommendations for product improvements based on user profiling, key product attributes and satisfaction measures.|