Finding your
true value in consumers minds
Background
We’ve had the pleasure of collaborating with one of the most renowned broadcast satellite providers in North America, on their brand positioning and nurturing efforts; from validating consumer sentiment, to exploring new product service offering. Our recent collaboration revolved around the need to grow awareness and adoption of an exclusive content channel. The platform offers satellite broadcast subscribers an extensive selection of movies, music concerts, documentaries, sports and special events programming.
Challenge
Access to on-demand content is now a commodity, in order to differentiate their product, we needed to define what was the personal and cultural value associated with our brand’s own on-demand content and understand how its service experience satisfies client expectations in a ways other competitor brands can’t.
Solution
MCLF proposed an adaptive two-phased mixed methodology study.
Phase 1: A quantitative wave to capture a sizable read on key performance variables
• Methodology: Online survey
• Participant base: N=1,200 (95% confidence level, Island-wide representation of the Puerto Rican consumer)
Phase 2: A qualitative ethnography to get a deeper read on the user experience with the platform and the ensuing emotional cues and benefits associated with it.
• Methodology: E-interviews (Facetime, Skype and GoToMeeting)
• Participant base: 24 cases
Results
There is a strong relationship between the kind of content served and the brand’s ability to build appeal and establish loyalty. The study revealed the unique value of the brand’s on-demand content in the context of other entertainment options:
1. Content strongly delivers on the needs and wants of Puerto Rican households.
2. The brand stands for clearly defined and ownable values, necessary for the brand’s on-demand content to deliver a cohesive and consistent persona across its efforts.
3. The on-demand content brand product can serve to project both a retaining factor and a motivating force for purchase.
Study findings set the stage for the brand’s on-demand platform communications strategy to boldly leverage and celebrate their deep cultural association with consumers.
If you find this case study relevant to your business challenge and would like to know more about this approach, please contact us to chat about solutions for your business goals.