Roku

Solution

Roku implemented a robust strategy leveraging a variety of quant and qual methods to support both comprehensive studies and quick surveys for fast feedback.

Larger, more in-depth surveys conducted by the team support broader business goals and get a better understanding of audience trends. These comprehensive surveys cover critical areas like product experience, viewing preferences, creative testing, and competitive analysis. Segmentation and analysis of these studies give sales teams and ad partners the insights they need to improve campaign performance and strengthen client trust.

The team is also very diligent on keeping things fun for community members. Quick pulse surveys on topics like sports, holidays, and topical trends keep things exciting and different for respondents. These targeted 1-3 question surveys gather rapid insights and help to gauge general interest and get a more robust view of specific audiences or personas.

This approach has enabled Roku to very quickly gather diverse and timely customer feedback, directly informing sales opportunities and building strong client-brand relationships.

Results

The insights generated through the Roku Radar community have translated into tangible business outcomes in record time.

• Key support for substantial campaign agreement: Research on consumer preferences provided ad partners with compelling data to drive campaign strategy and solidify Roku as a trusted and informed partner in the market.
  
  
• Accelerated research turnaround time: Quick pulse surveys and rapid response rates have driven faster access to research insights across the business allowing for more agile decision-making. Their average 29% response rate significantly surpassed previous benchmarks with results often available within 24-48 hours.
  
  
• Increased brand engagement: The team’s fun and engaging approach has paid off through the national media coverage of “Top TV Moms” and “Top TV Dads" projects. Fan feedback led to Morticia Addams (The Addams Family) and Tim Taylor (Home Improvement) to be named Top TV Mom & Dad with results featured on national programming like the Today show. Not only did this showcase the joyful side of the brand, but it reinforced Roku’s positioning and supported their ad sales mission.
  
  
• Reduced Research Costs: Feedback from the community has reduced the need for expensive third-party research, offering a more cost-effective solution for obtaining critical market intelligence.

Roku's strategic and engaging methods of gathering audience insights has demonstrably impacted their business, supporting substantial ad sales revenue and dramatically decreasing research turnaround time. The ability to gather and act upon customer insights quickly and efficiently has positioned Roku as an insights leader, empowering their teams to make data-driven decisions with their audience always in mind.