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
- Collaborative working session to hypothesise issues and opportunities to explore in research.
- In-home individual depth interviews with tween-age girls, paired depths and 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 working session.
Results
Provided many insights 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.
