Rising Issue: Our client, a leading telecommunications service provider in Indonesia, faces challenges in the pay-TV industry due to the increasing preference for OTT services. They are working to identify the different characteristics and behaviors across television viewer segments to better understand their needs.
Collaboration Objective: This project aims to gain a comprehensive understanding of the different television viewer segments, enabling the client to identify potential segments for continued engagement and determine which segments should be targeted with alternative services.
What We Do: In this collaboration, we meticulously designed an ethnographic research approach involving customer observation over two full days. We developed comprehensive guides, conducted ethnographer training, and carefully analyzed the data to gain thorough insights and provide accurate recommendations.
Strategic Impact: The comprehensive customer understanding facilitated by the ethnographic research paved the way for strategic collaborations with local creative industry players. Together, they created and published original content that resonated strongly with the target audience, driving long-term engagement and sustained success in the market.
