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
What we delivered
Key Insights Uncovered
Example VoC Videos Collected:
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.