Media Distribution & Entertainment: Typical Engagements
Premium Channel Marketing Effect on Service Migration: Digital Television Platforms
A national premium television network commissioned ConStat to conduct research to assess the level of migration between current video delivery platforms, the motivations behind the migration and the intentions of consumers with regard to future switching behavior.
The television network offered offers multiple channels of content for digital video distribution platforms, which gives digital customers greater value for their premium television dollar. In order to generate a strategic direction for the network in future product development, customer relationship management, service positioning and marketing communications efforts, the research was used to generate predictive profiles of those customer groups most likely to move between platforms in the future or disconnect their pay video services altogether.
Video Entertainment Service Demand Study: Satellite TV
The client commissioned ConStat to conduct a study to determine the demand for a video entertainment service that would be delivered through an emerging wireless technology. Given the limitations with the number of channels that could be offered, the client was particularly concerned with identifying the optimal channel lineup and price.
The study was conducted with a representative sample of more than 2,000 adult consumers. After a monadic evaluation of the service, respondents with moderate-to-high levels of interest completed a conjoint exercise that presented a variety of programming and pricing scenarios. From the study results, ConStat prepared a demand simulator that allowed the client team to model a variety of options. The study results supported a business case for capital funding and a forthcoming market trial.
Purchase Motivations Study: Pay-per-View Movies
A national distributor of television content wanted to determine how to stimulate demand for pay-per-view movie purchases by contrasting the television viewing motivations and attitudes of heavy, medium and light pay-per-view users. ConStat employed correspondence analysis and discriminant function analysis in a quantitative study to map the perceptual and demographic space of the different user groups.
Results of the analysis were used to target segments of low-usage customers who attitudinally and demographically matched high-usage customers. Results also provided guidance on messaging and advertising to target customers that would resonate with their beliefs and life stage and persuade them to order more content through this distribution channel.
Market Expansion: Telco-Provided Television Service
In order to help determine the appropriate degree of marketing expansion, a national telephone company involved in test marketing video DSL service wanted to assess demand for the service in a wider marketplace. A key factor for success was the definition of a target audience for expansion based on demographic and attitudinal profiling of the potential customer base.
ConStat conducted quantitative research to measure current awareness of the video service, define and profile the best target consumer for the service, provide insight into what drives consumer interest and determine barriers to acceptance of bundled telco services, including television.
Results of the study were used to help determine the best target market, effective messaging and promotional offer for service expansion.