How we used our unique WhatsApp tool to help the​ BBC understand audio decision making

6 March 2024 by
1 minute read
How we used our unique WhatsApp tool to help the​ BBC understand audio decision making

The Brief 

The audio market has undergone revolutionary changes over the last​ 5 years.​

Smartphones, 4G and 5G and WiFi have meant that on-demand streaming services are increasingly dominant.​

The BBC therefore needed to understand how people made listening decisions in the new audio landscape.​

And, critically, how BBC Sounds could develop to remain relevant and valued to its listeners. ​

Core focus was the Millennial and GenZ audience.

The solution

We needed to get close to listener behaviour so we used a longitudinal approach AND we needed to be with listeners where ever they were – so we used WhatsApp as a diary tool.​

Participants recorded their listening behaviours and experiences through WhatsApp and we analysed their responses from the Whycatcher platform.​

We also:​

  • Conducted face to face immersion interviews​
  • Used a behavioural change exercise​

The result

The research provided insights that fed directly into:​

  • Immediate changes to tactical messaging​
  • Marketing executions and strategy​
  • Product development for both ​
  • content​
  • functionality ​
  • Specific approaches needed for ​
  • acquisition of new listeners​
  • retention of ‘newbie’ listeners 

This research was also presented at Qual360 by our very own Alex Johnston.

Written by

Maria is our Digital Lead.

She is curiously passionate about human behaviour, tech and data. So Whycatcher is truly home for her.

Maria can solve a rubix cube in 1min 12 seconds and has 63 houseplants (so probably needs to get out more).