Framing consumer insights: Values, voices and needs

This paper explains how AOL, the mass media corporation, created a four phase research methodology to understand the needs of the people who consumed its online content, and improve its content strategy.

Framing consumer insights: Values, voices and needs

Vicki DraperAOL

The research dilemma: Applying consumer insights to product ideation & development

AOL continually seeks a better understanding of the types of online content consumers are really looking for so that we can create engaging experiences for our consumers while at the same time providing an effective canvas for our advertisers to showcase their brands. The challenge with leveraging primary consumer insights to inform content creation is that historically, digital product teams have had a hard time applying white space consumer insights to product ideation and development. We needed to create...

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