I love examples like this, I hope you don't mind me tagging on my own.
Our team was doing in home interviews for a TV product. One of the customers subscribed to an expensive sports service and yet barely ever watched it.
When we probed it was because her two sons had left home in the last year and she knew they would come home when a game was on if she had the service. She said that she wish she knew when big/popular games would be coming up so she could invite them around and see them more often.
We trialed a fortnightly email newsletter for people that were subscribed but not very active. And saw a decent uptake in viewing almost immediately.
Our team was doing in home interviews for a TV product. One of the customers subscribed to an expensive sports service and yet barely ever watched it.
When we probed it was because her two sons had left home in the last year and she knew they would come home when a game was on if she had the service. She said that she wish she knew when big/popular games would be coming up so she could invite them around and see them more often.
We trialed a fortnightly email newsletter for people that were subscribed but not very active. And saw a decent uptake in viewing almost immediately.