BBC Top of the Pops

How we understood the lives of tweenagers and revitalised an iconic brand

Objectives

To understand tween-age girls, their lives, interests, media, music and technology needs to optimise Top of the Pops magazine and website.

Music market research approach

1. Collaborative working session to hypothesise issues and also opportunities to explore in research.
2. In-home individual depth interviews with tween-age girls, paired depths and also mini group creative workshops. All respondents also undertook creative research pre-tasks. These included diarising how they spent their time and also becoming investigative journalists to interview their friends.
3. Analysis followed finally by debrief and a working session.

Results

Provided many insights, both highly visual, and auditory, on the role of music in girls’ lives. This informed magazine content and brand guidelines. As a result this inspired the launch of a new digital magazine and circulation growth of 25%. TOTP is the best selling teen title.

Catch up with the latest music and fashion gossip in BBC Top of the Pops magazine.

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