WNBA uses on-demand Gen Z Insights for tentpole activation planning
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:
⏱️ Collect content length feedback
💡 Get new ideas for who else should be featured in future videos
How we helped
🏆 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
What we delivered
Key Insights Uncovered
Example VoC Videos Collected:
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
Check out the final videos that JBL launched!
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.