Going from soft insights to concrete strategies
AccuWeather wanted to understand how weather impacts the daily decisions and habits of viewers — and use that data to segment customers and personalize their journeys.
hours of interviews
pages of research data
Weather reporting is competitive. AccuWeather needed an edge. It wanted to understand how weather impacts the lives, decisions and daily habits of its audience. Then, it wanted to combine the learning with performance analytics to create actionable product and sales insights.
Our team conducted over 50 hours of qualitative interviews, which transcribed into 700 pages of consumer research. The data was distilled into five distinct personas and customer journeys. Then, quantitative analytics were applied to create segments and measure performance. We also completed two design sprints to test segment-specific tactics.
AccuWeather turned “soft” insights into concrete business strategies. The two-part research process gave AccuWeather comprehensive personas, plus business intelligence to apply toward product, advertising and marketing decisions.