Understanding News & Podcast Consumption Habits in (India) for a UK Media Giant
Client Success Story
Research Objective
To understand mobile consumption patterns, behaviors, and preferences related to news and podcast content across diverse demographics.
Understand how Frequent Podcast Listeners and Casual podcast listeners discover new content.
An evaluation of audience responses to the client’s podcast programme tested
How Cultural Traits made a difference?
We partnered with the client to conduct a comprehensive study on podcast listening habits across India. Our approach included:
Data Collection: Analyzing user behavior data from the platform, supplemented by pre and post in depth qualitative interviews across diverse demographics. We recruited participants from tier 1, and tier 2 cities based on their Podcast listening habits, Political leaning, Education, SEC, Genres listened to/consume in other media.
Segmentation: Categorizing listeners by age groups, regions, and listening patterns to identify distinct trends.
Insights Analysis: Using advanced analytics to uncover key insights into peak listening times, preferred content formats, and the impact of language and regional preferences. Key Findings included Diverse Listening Habits, Regional Preferences, and Engagement Peaks.
Methodology:
Two weeks online community along with qualitative interviews