Learn how JBL concept tested its superstar athlete video content series through quantitative consumer preferences and in-depth video feedback with the help of Knit

## Partnership Overview

Closing in on budgeting and production deadlines, JBL needed **validation on concept direction** before further investing resources into its branded content series. To validate their direction, they wanted to compare an existing content series, “Sounds of the City,” with a newer content series, “Sonic Stories,” with the goal of specifically understanding which content concept is most attractive to its target consumers and why.

Through a combination of quick-turn quant and qual research with Knit, JBL’s goals were to:

- Identify general content preferences and reactions (likes, dislikes)
- Collect content length feedback
- Get new ideas for who else should be featured in future videos

In order to efficiently concept test creative and ensure each creative execution was fully vetted for consumers perceptions, each respondent was asked to:

\- Watch each 60 sec video of all 4 concepts

\- Rank video preferences head-to-head as well as collectively within the full set

\- Provide qualitative video feedback on each video concept

\- Provide additional athlete and celebrity preferences for future video productions

156

Total Respondents

4

Day Turnaround

(Study Design > Report)

136

Voice of Consumer

Videos Collected

In order to effectively deliver actionable insights to the JBL team, Knit delivered on a significant quant + qual respondent pool in a matter of days.

## Study Impact

In **just 4 days**, Knit was able to gather rich, quant + qual insights from a sample census-representative US population to drive future development of JBL’s video content series, uncovering the following key insights:

- Consumer preference towards one video theme, including the winning concept among the 4 video concepts
- Consumer athlete and celebrity preferences to feature in future videos, including the inclusion of younger, more diverse persons (gender, ethnicities, sports & more)
- Overwhelming preference to further integrate the influence  of music within featured stories for future videos

The key insights provided led JBL to more efficiently allocate staff and budget resources to winning concepts, including:

- Further developing and expanding the winning video content series
- Cutting less desirable video elements from post-production to lower production costs
- Efficiently aligning and scheduling consumers’ most desired persons for future video productions

From individual brand strategy projects to ongoing concept testing studies, the world’s best brands are scaling their insights with efficiency and ease through Knit.