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
- Research planning session with the client team to hypothesise issues and also opportunities to explore in research.
- 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.
- 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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