Case Study: Mobile Ethnography
Home > Clients & Case Studies > Redbox
Centralis’ research gave Redbox the confidence to make their debut in the streaming services market.
The Challenge
Redbox, a leader in new-release DVD delivery, sought to develop a digital streaming service in addition to its trademark kiosks.
They needed to understand how people used streaming services, where current streaming services fell short, and if there was a reasonable opening for them to join that market.
Redbox partnered with Centralis to conduct research on their target customers’ needs, looking to understand any common practices or unmet desires within their streaming habits.
The Process
Centralis conducted a mobile ethnography study followed by in-home interviews to understand people’s habits and preferences related to streaming movies and TV shows.
Every time participants used a streaming service, they were asked to complete a digital diary entry, each including a short video and a series of follow-up questions that gave us a glimpse into their daily streaming habits.
We selected ten of these participants for in-home interviews, where we discussed their mobile entries in detail and assessed how Redbox could fit into their streaming habits.
The Impact
Centralis’ research and analysis concluded that Redbox has a strong reputation for having the latest movies, and users were open to and enthusiastic about a subscription-based Redbox service.
We uncovered eight factors that influence how people use streaming services, including things like whether or not people are watching alone and if they are looking for something intellectually stimulating versus background noise.
We pinpointed which services were most likely to come into play for each combination of factors and identified holes in the market that a Redbox streaming service could fill.
Our Value
Centralis’ research gave Redbox the confidence to launch their streaming service, all while showing them where they stood in comparison with competitors.
We took a snapshot of the constantly evolving streaming services landscape at an opportune moment for Redbox.
They have since launched a streaming/live TV service and continue to be a leader in new movie rentals.
- Centralis Client