NBC Universal were looking at ways to remain competitive and maintain their market share – how to drive market growth via the E! Channel with young, modern women. The approach needed be online qualitative research to capture busy women on the go and mirror their needs for social media style platforms.
NBC Universal needed a better understanding of the audience of E! and their engagement with both long and short form content across different interest areas. Young women have an expanding range of interests on broadcast and social media. The business also wanted to see how a potential partnership with a short form content entertainment website would resonate with their audience.
An integrated qualitative and quantitative research approach.
An online qualitative research community was conducted with women 18-25 years to investigate how they engage with the E! Channel; their content interests and their initial thoughts on a potential partnership arrangement.
This was followed by an online quantitative survey where the partnership and content interests were measured.
We provided the client audience profiling, content preferences and recommendations on how best to proceed with the potential partnership. We also pioneered a new approach to help the client provide internal stakeholders with new information.
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