Client
Global Entertainment Studio
Issue
A major entertainment provider felt constrained by an aging segmentation that failed to capture the attitudes and behaviors of the rapidly changing younger demographics.
Approach
Murphy Research utilized a rigorous 25-minute A&U to develop a new segmentation which captured the entertainment preferences of the younger demographics including not only traditional media habits but also attitudes and behaviors related to portable media consumption, gaming, and internet content delivery.
Impact
Murphy Research provided a detailed view of the younger demographics and potential strategies to target each segment which allowed the studio to feel confident in their view of the market.
