times that just 15 years ago Blockbuster Video declined an opportunity to buy
Netflix for $50 million.
the latter is worth about $33 billion today.)
pretty clear that they missed a thing or two about the market and the consumer
that Netflix did not.
be an organization’s appetite and aptitude for insights. Fortunately for
Netflix, neither seems to be a problem.
has more than tripled its consumer insights function to a team of 20 since he
was hired a few years ago.
group’the only one that speaks directly with the consumer’has had to pretty
quickly carve out an identity for itself in the organization.
Big-Data-centric and A/B-testing-centric, so it’s been an interesting challenge
to understand where consumer insights fit into that,’ Decelle told the Research
role in delivering the why behind all of the behavioral and other data Netflix
collects, but he adds ‘we’re really careful about not taking what consumers say at face value.’
tell us,’ Decelle said. ‘We try to identify and understand the true underlying
motivators that are driving that response.’
the consumer insights team to be innovating on techniques,’ Decelle noted.
podcast series, Dave Decelle takes us
inside consumer research at Netflix and shares some lessons learned, including:
the moment-of-truth via in-the-moment techniques
internal clients through ‘opportunistic enthnos’ and offsite safaris’and much
be speaking at TMRE 2015‘The Market Research Event‘now in its 13th
year as the largest, most comprehensive research conference in the world taking
place November 2-4 in Orlando.
(Ps. SAVE $100 when you register with codeTMRE15BL!)
ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at email@example.com. Follow him @mdrezz.