ZDF

Personas of fans from fictional TV products

Since 2003, SirValUse continuously cooperates with ZDF regarding the development of new and the improvement of existing products. Besides straight testing there also were several requirement analysis studies.

Regarding the personas project, ZDF would like to find out who the actual users of their fictional TV and online products are. The target of the study is finding out how to adjust ZDF's products to the needs of the users. To achieve this goal personas were created using a mix of several methods.

In the first step an online survey was carried out to identify socio-demographic data as well as the usage behavior of fictional TV and online products. The results from this step were used for a first segmentation of user groups.

In the next step these results were enriched by qualitative one-to-one sessions. The rather structural data from the first wave were added by a face.

In addition to that the participants from the qualitative sessions were visited at their homes to get deeper insights into their consumption behavior in a natural environment.

Finally all these data was aggregated and personas were created.

ZDF uses these personas for the development of fictional products for their TV and online products by always having the actual personas in front of them.

"Online Viewing rates" by GfK WebValues

SirValUse continousely measures the internet usage behavior of 26,000 representative online Users from a GfK (Gesellschaft für Konsumgüterforschung) panel.

For ZDF we regularly analyse the "Online viewing rates" (comparable to TV viewing rates) concerning individual peak events in relation to an average usage behavior. The measured values are combined with socio demographic data of the respective users.

These analysis help ZDF in improving their content and in adjusting it to their target group.

Further information regarding GfK WebValues

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www.rtl.de