Business Goal
This research project was a multi-market mixed-method study conducted across India, Indonesia, and the United States, aimed at uncovering the motivations, needs, and challenges faced by content creators.
The business objective was threefold: to understand what drives creators to produce short-form content, to identify their specific feature needs and barriers to adopting a new video product, and to capture the language they use to describe their creative process and motivations.
Markets
India (IN)
Indonesia (ID)
United States (US)
Methods
The study employed a combination of qualitative and quantitative methods—first through in-depth 1:1 interviews conducted both in-person (at creators’ homes) and online, followed by a large-scale online survey.
Insights
Insights enable the development of a new content creation product.
