To understand mobile video consumption and explore the potential for future video services, Nokia Nseries briefed us to conduct a series of focus groups. Given that it would be difficult to gather feedback on habits that hadn’t yet been adopted, we devised an alternative solution.
We persuaded Nokia Nseries to reinvest the budget into releasing mobile video content, and gather real-time feedback from those watching it. Partnering with VBS.TV and Que Pasa, we released a breadth of content, built an online survey, tracked activity and closely documented a vanguard group (one-on-one video interviews and… a concluding focus group).
In eight weeks, over 500 videos were downloaded and 338 surveys were completed. We discovered what, when, where and why people choose to watch particular videos. The study not only informed the development of Nokia’s video offering, but also heralded a change in their approach to research.