Ethno-Segmentation Shapes the BBC America Experience

MISSION: BBC America desired a deeper understanding of its audience to inform critical decisions for programming and development of original shows and marketing.

APPROACH: Miner & Co. Studio conducted a two stage segmentation study—first a quantitative online survey to identify the viewer segments, followed by videotaped ethnographies to bring the segments to life.

OUTCOME: The Ethno-Segmentation approach delivered engaging and actionable profiles of the BBC America audience segments which have been used across initiatives for show concept assessment, series maintenance, and marketing.