Client: Elastic Path Sales team
Activities: Participant recruiting; Ethnographic research
Deliverables: Personas; Research Report
A study conducted in 2011 into how Generation Y (age 18 – 29) is using online video services. This study looked into:
• A “day in the life” of two archetypal Gen Y video viewers
• How Gen Y consumes online video, and the relationship it has to their other household and social activity
• Young adults’ level of engagement with sites and services, and intra-generational difference in behaviors
• The way Gen Y learns about video content they want to watch, and how they track what they’ve watched
We also created an additional artifact, a video persona, to complement the traditional print persona: