IDIs: video sharing platform users, UK, Korea

Our client wanted to conduct 90-minute in-depth interviews with individuals in South Korea and the UK who use a popular global video sharing platform on their smartphones, laptops and other devices. The aim was to interview equal numbers of ‘core users’ and ‘casual users’ to identify areas of delight for core users and contrast them with the behaviour of casual users with a view to surfacing more features that would help to engage casual users.

After the initial recruitment launch, we found that it was proving more difficult to find respondents that fell into the casual users category. Originally casual users were defined as individuals who were using the video sharing platform once per week or less, and we found that only 2% of the people that we initially screened fell into this category.

To resolve this and ensure we could provide a more suitable mix of participants, we worked with the client to refine the screener by adjusting the wording of several questions, as well as adding in a question regarding the average time spent on the video sharing platform during each visit. With this additional information we were able to find respondents who visited the platform more than once a week but spent very little time on the platform during each visit. These people still met the client’s understanding of what constituted a casual user. After successfully overcoming this issue, FieldworkHub managed to fill all of the quotas, much to our client’s satisfaction.