Video on Demand
Customer Journey for Video on Demand Users: How to Guide Them More Effectively to Your Platform?
Information about the Case
The ability to watch a programme, film, or video via Video on Demand (VOD) anytime, on multiple devices, wherever and whenever you want, has become indispensable. Almost everyone uses VOD occasionally, and the number of providers is also increasing. In a customer journey study, we examined what content is relevant at what time of day (and/or year) and how providers can best bring this to the attention of the right people. As a provider, how can you encourage users to spend more time on your platform and thus achieve a preferred (top-of-mind) position as a platform?
The Question
Community Research: Mapping the World of VOD Viewers
Within a Research Community, we mapped the VOD customer journey that takes place outside the platforms for our client. This was to gain an understanding of what the customer journey looks like from the moment people start thinking about content they want to watch until the moment they actually start watching. We also included the period after users have used a VOD platform in the customer journey. In doing so, we looked across platforms and included platforms from multiple providers.
The Solution
Community Research Offered the Following Advantages in This Project
Following Many Users Over a Period:
This method makes it easy to follow many users over a longer period, thus measuring actual behaviour instead of asking about behaviour. This way, moments and behaviours also emerge that would not spontaneously come to light if asked about at a specific moment.
Presenting Media Expressions and Allowing Users to Upload Them Themselves:
The interactive nature of the tool allowed us to present various messages and expressions and discuss them with the target group. Participants could also upload photos and videos of their experiences. For example, we asked participants to upload attractive advertising expressions from VOD platforms.
Adjusting During the Research:
An additional advantage of community research is that you can work agile and make adjustments during the research. Throughout the study, we regularly discussed with the client what we had learned so far, where opportunities lay, and what new questions this knowledge raised.
The Solution
Four Different Customer Journeys
Prior to the research, our client had already provided four personas with which they segment the Dutch population based on a specific lifestyle. For this research, we used these personas as the basis for selecting participants. This meant that during recruitment, we ensured that we had approximately an equal number of participants from each persona in the community. Additionally, during the analysis, we looked at the differences per persona and mapped out the corresponding customer journey for each persona.
Result
Customer Journey Research Outcomes
The experiences and needs of the different target groups regarding VOD content viewing form the basis for the customer journeys. For each step, we looked at what people do, what needs are at play, and which triggers and channels are important. The research outcomes provide insight into the moments, channels, and messages that the different target groups find pleasant and attractive. Our research also provided insight into the motivation of participants to choose certain VOD platforms and programmes, and the perception most participants have of VOD platforms. These combined insights provide our client with various starting points to communicate more targeted and thus become more top-of-mind.
In practice.
Excelling in Customer Experience? It Starts with Effective Research
