Using fake branding to test a new way of watching television

Challenge

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

What are TV viewers looking for?

TV-gids.nl is a platform to guide consumers through programs on tv. It has a clear overview of what programs are broadcasted every night at what time.

For our client Bindinc, Cosmos Collective created both a B2B and a B2C track. In this case, we are focussing on the B2C track, where Bindinc wants to learn about how to guide people through their tv night in the best possible way.

They wanted to learn what features TV viewers are looking for and validate the desirability of the concept. Besides that, they wanted to test if people need guidance in their watching behavior.

Bindinc wants to become their audience’s partner in guiding them through a tv night by connecting all subscriptions the audience has (Netflix, AppleTV, Amazon Prime) and offering them one clear overview for guidance. They see it as the perfect way of organizing a night of watching tv.

Every subscription remains independent, Netflix or Amazon Prime won’t change, but Bindinc wants to change how those are connected. The goal? Helping people to make their choice in programs to watch. For example, ‘You can still watch one episode of X on Netflix, and then football starts on Y.

Follow our success stories & experiments on LinkedIn.

Our validation process

For this B2C validation track, we created a fake brand named Binge to test our riskiest assumptions faster. Out of these assumptions, we drew up different hypotheses about how people want to be guided during a night of watching tv.

The most important hypotheses were prioritized and based on this prioritization we map out an experiment plan.

In the experiment plan, we made an overview of the experiments we were going to set up.

Here is an example of an assumption and hypothesis and the experiment we set up to test desirability.

Assumption: The consumer is interested in reviews from famous people.

Hypothesis: We believe that we can inspire or guide consumers in a way they will discover and watch new series by offering a top 3 series of famous people.

Experiment: We set up ads to redirect our audience to a landing page where visitors will be able to download the top 3 films and series of Georgina Verbaan.

 

This way we set up over 10 experiments for Binge; other examples are a calculator to make movie suggestions, customer surveys or interviews, and a smoke test.

 

Approach

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

“Creating the Binge app was an ingenious way of getting insights on how our viewers want to be influenced by the social aspect of it all”

FLORIS MELIEF - Innovation Director B2C at Bindinc

PETER JANSSENS
Sales manager at pharmabox

Outcome

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

Our learnings

The overall learning of this validation track is that people like to be guided, but the social aspect here is extremely important. What also matters for watching behavior are the independent recommendations of other watchers, not only friends or family. The target audience was easily reached through social media, so that is one way to guide them AND, at the same time, take the social aspect into account.

The result

At Cosmos Collective, we created an experiment outcome report with the key learnings and clear advice on earlier determined assumptions.

If you ask us, a great opportunity for Bindinc is creating a social platform with a deep link to content. Linking a social profile to content is a great way to influence and guide the community.

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Yannick Khayati

Yannick Khayati

Founder & Client Lead

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