Understanding SVOD Churn2018.05.30
A research programme was required to better understand the cancellation drivers for our client’s SVOD service.
We employed a mixed approach, with an initial quantitative phase to reach the breadth of the cancelled customer base, using advanced analysis tools (Automated Sentiment Analysis, CHAID Decision Tree and Max Diff) to investigate drivers and behaviours. We enriched our findings with a qual phase to explore reasons for churn in greater detail across key profiles.
We delivered a clear set of tools for our client to develop a strategy to strengthen loyalty and drive rejoining.