Case Study: JBL Speakers validates new video content concepts with Knit

How JBL Speakers concept test new video content series with video feedback to better engage its target consumers

JBL Speakers needed to validate the direction for a new branded video content series before committing its budget and production resources. The challenge was to determine which of two content concepts, "Sounds of the City" or "Sonic Stories," would be most attractive to its target consumers and to understand the reasons behind the preference. To achieve this, JBL partnered with the vendor Knit to conduct concept testing.

Knit implemented a solution that combined quantitative and qualitative research, gathering feedback from 156 respondents in just four days. The methodology had consumers watch the video concepts, rank their preferences, and provide in-depth video feedback. The results gave JBL clear insights into a winning concept, consumer preferences for future celebrities to feature, and a desire for more music integration. This allowed JBL to efficiently reallocate its staff and budget toward the winning series, cut less desirable elements to lower costs, and schedule talent that audiences most wanted to see.

JBL Speakers