Contact Us

Discovering the Key Persona Differences, Early Adopters for Video Subscriptions

Key Persona Differentiators, Early Adopters for A Video Subscription

Business Problem

  • A media company sought Borderless Access’ partnership in identifying relevant consumer segments for its on-demand video subscription model, based on assessment of the attitude and behavior of its existing customer segments.

What & How We Did It

  • Grounded in the ‘Diffusion of innovation’ theory, we conducted our study to identify consumer segments based on their sociodemographic and attitudinal profiles to indicate the likelihood of their product adoption and use.
  • We leveraged our online survey capabilities and carried out quadrant analysis to determine the key persona differentiators and the levels of engagement for the four segments of the streaming services category:
    Conscious Original Seekers, Early Adopters, Trend Followers, Legacy Loyalists.

Key Insights

  • We learnt that the adopters rely on the reviews of the streaming advocates to decide whether to purchase on not.

Client Impact :

The client got a thorough understanding of the key personas for its on-demand video category and was able to sharpen its targeting strategies effectively with the newly defined segments in mind. The company revised communications and channel strategy boosted significant growth in key business areas.

Market

USA Flag

USA

© 2024 Borderless Access Pvt Ltd. All Rights Reserved.