Illustrative engagement. A representative scenario showing how we approach this kind of work in film. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping film
Producers, distributors and streaming platforms take big creative bets. Audience research tests concepts, trailers and release plans before the money is spent.
- Streaming has changed release windows
- Regional-language content is growing
- Trailers shape opening interest
Client background
A streaming platform, working in India & Southeast Asia. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A streaming platform
- Sector
- Film
- Team engaged
- Market Research
- Services
- Qualitative research, Quantitative research
Client challenge
The platform had many series ideas and limited budget to develop them.
Research objectives
- Deliver on the brief: testing series concepts for a streaming platform.
- Understand the views, needs and behaviour of viewers.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 6 weeks.
Target audience
The work focused on 2,000 viewers.
- viewers2,000
Audiences we typically reach in film
Cinema-goersStreaming viewersRegional audiencesDistributors and exhibitorsCritics and influencers
Geographic coverage
Coverage: India & Southeast Asia. Markets: India, Malaysia and Indonesia.
- India
- Malaysia
- Indonesia
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Concept boards
- 3Online survey
- 4Insight
We tested short concept descriptions and visuals in groups, then quantified appeal across markets online.
Qualitative researchQuantitative research
Sampling strategy
- viewers
- 2,000
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- groups
- 8
- The online survey was mobile-friendly and offered in respondents' languages.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Comparison of concepts, messages or products against each other
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Two concepts appealed across markets; one only in India.
Test ideas before scripts to spend wisely.
Recommendations
- Build on the core insight: test ideas before scripts to spend wisely.
- Share the findings with the teams closest to customers so they can act quickly.
Business impact
- Development budgets were prioritised accordingly.
Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: which trailer works best?