Case Study Make a Research Plan

Case Study Make a Research Plan Case Study TBS (Televisi Bisa Semua) is a large media company that owns a national TV network in Indonesia. network in Indonesia. After years of operation, the number of TV viewers continues to decline given the number of competitors that provide better programs a services. In order for business can continue to survive, TBS wants to target a new audience among young people (aged 18-35). TBS needed research that could help the company to provide a new value proposition that could be offered to users. proposition that can be offered to users. TBS targets that the MVP can be release in early December 2023 and also to have daily active users of 3000 in early March 2024. 2024. TBS receives various kinds of recommendations ranging from content, audience segments, ways to tap-in to those segments, to features. tap-in to the segment, to features that must be present in the MVP product later. Title TBS (Televisi Bisa Semua): How television business stays relevant In the Disruption Digital Project Information Project Description Understanding users behaviors and habits Client/Product TBS (Televisi Bisa Semua) Research Period August, 17 2023 –September, 15 2023 Researcher Uzumaki Naruto, Mongkey D Luffy, Son Goku Document Status Under Review Last Update August, 19 2023 Research Background TBS (Televisi Bisa Semua) is a large media company that owns a national TV network in Indonesia. Over the years, TBS's viewership has continued to decline. This is because there are more and more competitors who are able to provide better programs and servic Therefore, TBS wanted to target a new audience among young people aged 18-35 years old. Based on the base research that we conducted, we found that the majority of young people, namely 71.3%, prefer to watch through digital media (jalantikus.com), then from lokadata.id, it was stated that YouTube streaming activities were more done (68%) than watching TV (59%) during the pandemic. TBS needs a research team to assist the company in providing a new value proposition that can be offered to users. Based on the recommendations obtained from the audience, the value proposition provided may be in the form of content, audience segment, how to tap-in to the segment, and features that must be included in the MVP product. TBS targets to release the MVP in early November 2023 and be able to have daily active users of 3000 by early March 2024. Hypothesis  I Believe 18–35-year-olds now rarely or almost never watch TV Because all information and content can be accessed through gadgets.  I Believe people have started to leave watching TV Because entertainment programs on TV are far from educational.  I Believe people have started to abandon watching TV Because the content presented is not relevant to user preferences. Business Objectives  Targeting a new young audience (age 18-35).  Launch MVP in early March 2024.  Have a 3000 Daily Active Users by early January 2024. Research Objective  Understand users' viewing habits, attitudes, behaviors, motivations, needs, and barriers.  Understand user preferences in viewing in terms of content, genre, channel or information, platform, and media or device used.  Identify what solutions have been offered in the market and how TBS can be positioned among competitors (value proposition). Area of Explorations Demography Psychography TV Entertainment Consumption Pain Point and Obstacles Emotional Experience Competitive Benchmark Age, Occupation, Gender, Domicile, Marital Status Personality, Values, Attitudes, Interests, Lifestyle Media/Platform & Broadcast TV Program Values and Perceptions Issues and challenges faced Influence on feelings, mood and psychological well-being. Features, Ratings, Content, dan User Sentiment Research Question Demography Psychography TV Entertainment Consumption Age, Occupation, Clear Gender, Domicile, Marital Status Personality, Values, Clear Attitudes, Interests, Lifestyle Media/Platform &  Broadcast TV Program Values and Perceptions  Pain Point and Issues and challenges Obstacles faced  Emotional Experience  Influence on feelings, mood and psychological well-being.  Competitive Benchmark Features, Ratings, Content, dan User Sentiment  What are the patterns of users' viewing habits, in terms of viewing time, frequency and duration? How do users' preferences for specific content genres affect their viewing habits and engagement with different media? What are the barriers that viewers face in watching television programs? What are the main motivations behind television viewing habits, and how do these motivations relate to entertainment and relaxation needs? How do viewing experiences differ across platforms or media, and are there any preferences that emerge? What kind of shows do users prefer? Methodology Competitor Analysis Digital Ethnography In-Depth Interview To find out the weaknesses and strengths and evaluate what solutions are offered by competitors how TBS gets positioning among competitors (Value Proposition). To explore the habits, culture, and experience of users in watching TV. To find out more about users' perspectives, views, understanding of watching TV. Sample Criteria Participant General Criteria Spesific Criteria Participants  18-35 years old  Turning on the TV min. 2x in 5-8  Male/Female the last 1 month.  Profession: Student and  Watching videos on YouTube Employee min. 10x in the last 1 month.  Status: Single  Income: Rp. 800,000 5,000,000/month  Have a TV at home Recruiting Channel  Online Forums and Groups (WA, Telegram)  Social Media (Instagram Story, Whatsapp Story) Budget or Incentives No. 1 2 3 Items Nominal Cash Rp100.000 Ovo Balance Rp70.000 Souvenir (Kaos and Tumbler)- Tools or Arifact Set-Up Room or Lab Online Set-Up: Companion Mode Because during the interview, the research and design team wanted to understand what the users were saying. Timeline Research Activities August W1 W2 W 3 Kick-Off Meeting Context Gathering Research Plan Team Alignment Participant Recruitment Data Collection Data Synthesize Crafting Research Report Presentation Milestone September W4 W W2 W3 W 1 4 October W1 W2