Free TV Audience Segmentation, Jobs-to-be-Done & Personas
The Insight Challenge
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
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
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.