A research sprint into the needs and motivations of movie database contributors

Challenge

As a user-generated content (UGC) site that relies on its members to add entertainment related content, our client wanted to better understand the needs, drivers, motivations, and barriers to a segment of its contributors.

Our Approach

In the first phase we conducted extensive secondary research on UGC platforms. We framed this around a PESTLE analysis to look at the macro-environmental factors surrounding the subject. PESTLE is an acronym that stands for Political, Economic, Socio-cultural, Technological, Legal, Environmental. The factors identified could be items that may help or hinder our client. We also conducted stakeholder interviews with key members of the client team to understand their preconceptions of their user-base.

In the second phase, we held twenty in-depth 1:1 interviews with selected participants from the U.S., the UK, and India.

In the third phase, we held a synthesis workshop with the client team in Barcelona and produced a high-level report of the findings.

Impact

Our research findings will be used to help the client better meets the needs of their users and to address pain points and unmet market needs going forward, particularly in India. Our research also uncovered a previously unknown user-group that are to be surveyed quantitatively to measure their relative size.