Freeview identified a need to broaden and build upon their existing knowledge of their target audience in order that they might determine the likely triggers and barriers to Freeview adoption and to more accurately identify where these consumers drop out of the ‘switching to Freeview’ journey.
We designed an approach that could get Freeview closer to the realities of their target market’s experiences and their (multifaceted and complex) reasons for either committing to switching providers or to defaulting to the status quo. Specifically, we put together a multi-method methodology that enabled us to not only follow consumers through the switching process in real-time but to also measure the likely influence and impact of specific optimisation measures developed during our time with them. The research was further informed by our forward facing and behavioural economics inspired in-house consumer trends team.
The multi-staged project enabled us to understand the weighting of the barriers across the consumer switching journey and deepened our understanding of the consumer experience at each specific stage – from simple ‘awareness’ right through to the point of decision. We began with a consumer trends workshop that pushed us to consolidate what we already knew and assisted us in thinking about wider macro-trends likely impacting on choices in the marketplace today. We then connected with switchers through a bespoke online community, testing our hypotheses and beginning to broadly scope out drivers and barriers within the switching journey. This broad understanding helped us to better target deep dive, in-home ethno-depths with the most active and articulate community members. And here we were accompanied by a professional filmmaker. Finally, to give Freeview the direction they needed, the project was wrapped up with an online survey with 1800 ‘switchers’.
In October 2016 Freeview launched their new, research-led campaign ‘The Other Way’ – all with the aim of addressing the barriers uncovered in the research. In short, the campaign aims to get the Freeview name out there, explaining what they have to offer and making sure the brand is perceived to be an active choice amongst their ‘middle’ target audience.
The research also allowed Freeview to make some more immediate changes to the way they do things. For example, they are working on making their tone of voice clearer and more active, less formal and more immediate, more confident and less technical. But most importantly, the work paved the way for a set of broader strategic decisions which are shaping the future for Freeview. A project plan has been rolled out to the organisation, all with the aim of tackling the barriers to getting Freeview.