A multinational broadcasting company sought to connect with its core audience of their true crime channel in the hopes to understand how to best differentiate the brand in terms of positioning and assets, redesign its brand position in a saturated market and gage attraction to their new streaming service.
Opinium conducted in-depth focus groups including online and face-to-face sessions with four key segments to understand current viewing behaviour, explore perceived truths around true crime, explore perceptions around the brand and future positioning. All sessions were viewed by the client and iteratively designed to include their feedback over the course of the research.
The research gave them direction for their creative partner to utilise, they received explicit information on the position of their brand within the true crime market and on better presenting their streaming service to current customers. In uncovering the underlying cause of true crime interest, they received confirmation of their position in the market and lay a path open for further improvements.