Question

Topic: Customer Behavior

We Want To Develop A Start Up And Need Feedback!

Posted by matthias.sinnemann on 250 Points
We are a student start up from the University of Economics Prague.

Right now we want to develop our start up further and need your Help! If you have 3 minutes time it would be a great help for us.

Our Idea is the following: Nowadays all people are watching series on Netflix, HBO, Amazon and many more. All these series have a big impact and people follow them with great emotions. So why shouldn’t companies include this in their marketing strategies to address their customers?

The Problem is, that today there are so many different series which people watch. So it is difficult to consider all information. This is where we want to help! All information of series are captured in the subtitles. Therefore, every word which characters say are considered! We create a database which analyses it and gives information about the most frequent covered topics, most frequent words and catch phrases but also the sentence structure. This information can be very valuable as customers attention will be caught if these are implemented in your advertising.

Furthermore we connect this information with demographic information about the series. For example the Series Game of Thrones has been watched mainly by people aged from 18 to 29. These accounted for 72%. Furthermore, more than 81% of the viewers were male.
Combined with the information gained from the subtitles, it is possible to perfectly segmentate and address future customers.

We do not write this E-mail because we want to sell you our service. We would love to have some feedback. What do you think of our idea? Do you have suggestions?
We would be really glad to get an opinion from an experienced marketing expert.

If you have more questions, we will be glad t answer these! Feel free to call me!
Hope to here from you,

Matthias
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RESPONSES

  • Posted by Jay Hamilton-Roth on Member
    You are assuming that the words alone affect viewership/emotion. But it doesn't appear you are not also analyzing the visuals, delivery (how the words are spoken), or background music to judge emotional impact (and in great cinematography, it's a combination of all of these pieces that "move" people).
  • Posted by matthias.sinnemann on Author
    Hello Jay,

    Thank you for your answer! I see your point and we thought about it as well. Obviously Subtitles do not capture the music or how the words are spoken. But, observing this in the countless episodes of countless series is difficult. The subtitles provide some quantitative and measureable information which can support the decision making of marketers. Our aim is not to observe single series but as many as possible and categorize them according to the viewers. This would allow us to see topics which are most discussed and identify possible trends.
    So in your eyes subtitles are not enough? You dont think that firms might be interested in this information?

    Thanks again for your answer!
  • Posted by Gary Bloomer on Member
    I fear here that you're setting out to solve a problem that may not exist.

    "Nowadays all people are watching series on Netflix, HBO, Amazon."

    Not really. While these platforms have large audiences, those groups are not "all" people.

    "All these series have a big impact and people follow them with great emotions."

    What do you mean by "big impact"? Impact on which groups? Impacts on what kind of issues? Impacts on what kind of buying decisions?

    "So why shouldn’t companies include this in their marketing strategies to address their customers?"

    What exactly is "this" and which companies are you referring to?

    "The Problem is, that today there are so many different series which people watch."

    How is this statement a problem?

    "So it is difficult to consider all information."

    What kind of information are you referring to?

    "All information of series are captured in the subtitles."

    What criteria are you going to use here in terms of information categorization and how might those data points be of value?

    In terms of the percentages shared for the HBO series Game of Thrones, what kinds of goods, services, or products might a disconnected group of potential buyers in the category "male viewers: ages 18-29" need, or want?

    Given GoT's global audience, that's a huge group. So what buying personas and conversion criteria align within that group with whatever's being offered? Does the use of subtitle information allow for country-to-country differences in translation and how might those differences impact message-to-product alignment and reach, let alone conversions?
  • Posted by chiron34 on Member
    Matthias, I refer to your statement that: ‘This is where we want to help! All information of series are captured in the subtitles. Therefore, every word which characters say are considered! We create a database which analyses it and gives information about the most frequent covered topics, most frequent words and catch phrases but also the sentence structure. This information can be very valuable as customers attention will be caught if these are implemented in your advertising.

    Furthermore we connect this information with demographic information about the series’.

    There are some fundamental issues with the basis of your approach to your perceived problem that, if you have addressed them, you haven’t provided the advice on KHE.

    1. Subtitles are translated or interpreted subjectively, influenced by the personal characteristics of the translator or interpreter or in the case of mechanical programs, by the programmer. From a marketing PoV, that seems to be an insolvable difficulty. After all, there is a difference between translating a passage of words and interpreting a passage of words. The difference may be subtle but it is a reality that you have to contend with.

    2. Your post is focused on what you expect the situation to be in the marketplace. However, there is no preliminary validation of your proposal that may provide a roadmap to the future development of your proposal: You need to validate the practicality of your proposal in two ways. Firstly, through reference to actual consumers, to get their reaction as to whether they would be influenced by the approach to marketing practicalities that you are advocating. Secondly, through reference to professional marketers to get their reaction as to whether they would expect consumers to be influenced by the approach to marketing practicalities that you are advocating.

    3. Then there is the cost/benefit angle. What will the development of programs to implement your proposal, perhaps in a variety of different industry sub-sectors, cost, both in terms of time and money? Have you even looked t this point yet?

    4. Your post, from my perspective, indicates that more work needs to be done before you will have the basis for a viable product that you can sell to FMCG manufacturers or professional marketing firms.

    Conclusion. Given the comments of my colleagues here on KHE, and my comments, perhaps there is a case for you to return to basics and work through a Lean Canvas to reset the focus on your proposal.


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