A woman and a man sitting on a beige couch in a cozy living room, relaxing and watching TV. The woman is holding a coffee mug, and both are casually dressed. The background features a kitchen with flowers on the counter and warm lighting.
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Logo with a Wi-Fi symbol above the word 'Freely' on a black background.

Free TV Audience Segmentation, Jobs-to-be-Done & Personas

The Insight Challenge

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As Freely scaled its user base and added new features, its product, UX and CX teams needed a shared understanding of what free TV audiences are truly seeking from their viewing experience — and how those needs differ across audiences — to make confident decisions on roadmap and platform development.

The project we crafted

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A three-phase programme combining diary research, a qualitative community and a large-scale survey — surfacing, prioritising and segmenting the Jobs-to-be-Done that drive free TV platform choice.

  • A diary study and online qualitative community with free TV viewers — surfacing in-the-moment viewing behaviours and the functional, emotional and social Jobs-to-be-Done shaping platform choice

  • A large-scale survey using MaxDiff prioritisation to establish the relative importance of each Job-to-be-Done — revealing what audiences truly value when choosing a platform

  • Cluster analysis to segment the audience on shared JTBD priorities — producing rich segment personas to build empathy and guide decision-making across product, UX and CX

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Outcomes

A prioritised JTBD framework, audience segmentation and rich product personas — giving Everyone TV's teams a shared, empathy-driven foundation to keep Freely's roadmap and platform development centred on what audiences are truly seeking.