Technology
Understanding different profiles of mini-series viewers on social media
Every project we run is covered by confidentiality agreements. That is why this page describes the method, scope and deliverables, but does not identify the client, brand, product or date.
Challenge
A company in the digital entertainment segment needed to understand the habits and behaviors of people who watch mini-series on social media, considering different levels of engagement with platforms offering this format.
The challenge involved reaching distinct consumer profiles: highly active users, users with medium or low activity, people who had abandoned the platform and active consumers of competing platforms. This diversity made it possible to explore different levels of usage frequency and relationship with mini-series content.
The research also required a simultaneous in-person structure, with two mirror rooms operating at the same time and individual sessions conducted over two days in São Paulo, as well as recap sessions with clients, moderators and translators.
Methodology applied
- Recruitment of mini-series viewers according to different levels of activity and relationship with the platforms
- In-person participatory interviews lasting 150 minutes
- Sessions conducted simultaneously in two mirror rooms
- Fieldwork organized in São Paulo over two days
- Individual sessions structured with backup participants
- Bilingual team on site to support the project
- Translation of the screener and preparation of the fieldwork materials
- Recap sessions with clients, moderators and translators at the end of the activities