User personas and concept testing for a mobile entertainment platform
How a two-stage research programme gave StarNews Mobile user personas for young mobile and web users in six African markets, and tested its new product concept before rollout.
Outcomes
- Survey of 400 respondents per market
- Concept test with 100 respondents per market
- Data and insights available through the Kasi Data Portal
The question
StarNews Mobile wanted a deeper understanding of young mobile and web users in its African markets, to build user personas and strengthen its product. It needed insight into users' demographics, psychographics, app and social media use, content preferences and what drives engagement with video messaging platforms. It also needed to test interest in, and acceptance of, a proposed new product before rolling it out.
The approach
Kasi ran a two-stage research programme among young mobile and web users in Cameroon, South Africa, Côte d'Ivoire, Congo, Ghana and Nigeria:
- A 15–20-minute survey with 400 respondents per market, covering demographics, psychographics, app and social media use, phone use, preferences and the drivers of engagement with video platforms.
- A 10–15-minute concept test with 100 respondents per market, evaluating the interest, appeal and effectiveness of the proposed product mock-up.
The outcome
StarNews Mobile gained a structured understanding of its target users in each market: their behaviours, preferences, usage patterns and motivations. The personas and concept-test findings provided a foundation for refining the product and informed plans to extend the research to more African markets.
Findings were delivered as a summary report, with access to the underlying data and insights through the Kasi Data Portal.