JBL concept tests new video content series to better engage Gen Z

JBL concept tests new video content series to better engage Gen Z

Find out how on-demand Gen Z insights helped them “double-down” on the content that works best.

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 Gen Z 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

👍 Identify general content preferences and reactions (likes, dislikes)

⏱️ Collect content length feedback

💡 Get new ideas for who else should be featured in future videos

Concept Testing

In order to efficiently concept test creative and ensure each creative execution was fully vetted for Gen Z’s 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

👀 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

By the numbers

Gen Z Respondents

VoC Videos Collected

Day turnaround

JBL’s campaign gathered in-depth insights on how Gen Z perceives each video concept, along with qualitative feedback to incorporate into future video productions.

Key Insights Uncovered

Through the quick-turn quant & qual report presented to JBL, 3 key insights stood out:

⭐ Gen Z’s preference towards one video theme,
including the winning concept among the
4 video concepts
⭐ Gen Z’s 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

⭐ Gen Z’s preference towards one video theme, including the winning concept among the 4 video concepts
⭐ Gen Z’s 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

Example Report Deliverable (Above)

Example VoC Videos Collected (Above)

In just 4 days, Knit was able to gather rich, quant + qual insights from a sample fully representative of the national Gen Z population to drive future development of JBL’s video content series.

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 Gen Z’s most
desired persons for future video productions

📹 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 Gen Z’s most desired persons for future video productions

Check out the final videos that JBL launched!

“We needed a quick-turn solution to get real, unfiltered, Gen Z consumer feedback on various projects related to launching our new JBL brand positioning. Because this was a big, high priority project we needed agile responses so we could learn and adjust as we built out our creative and messaging planning for 2022. Knit provided that much needed agility and will continue to be useful as we test new creative moving forward.”

Continuous Feedback

After successful studies conducted through the Knit platform, Harman and JBL now leverage Knit’s platform to gut-check major marketing decisions and campaigns with Gen Z, ongoing.

The team has further adopted the Knit platform to concept test logos, brand identity, video content and more to ensure they’re effectively reaching and resonating with this next generation of consumers.

Interested in on-demand Gen Z feedback for your brand?

Schedule time with a Knit Strategist today!