“The BBC radio iPlayer app made no.1 in the free download chart, and since launch, radio listening has grown month-on-month to a record-breaking 72 million requests (up +7%)”
Understanding audience need-states to direct creative planning
With the volume of online content increasing exponentially, the BBC recognised the importance of curation to help consumers cut through the noise in order to discover and enjoy programming of interest. There was work underway to re-engineer existing music and radio sites. To progress this work successfully, there was a clear need for consumer insight.
Development of the radio iPlayer app
We deployed a range of creative techniques to help us get under the surface of audience listening behaviours and latent needstates. This enabled us to develop a framework of opportunity spaces for the BBC in terms of how, when and where they could help users discover, navigate, curate and share content. The result was a plan for the development of an app that has really connected with audiences and strengthened the BBC’s radio offer.