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.
Our impact
- 44.8
hours of interviews
- 350
pages of research data
- 1.3
design sprints
- 2.7
actionable personas
Challenge
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.
Solution
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.
Services provided
Results
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.
