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Glance is implementing a strategy to enter the Indonesian market with their product, the smart lockscreen. In order to effectively connect with their target audience, Glance recognizes the importance of gaining a comprehensive understanding of the digital consumption habits widespread in the urban Indonesian market. To achieve this, Glance sought our assistance in conducting research among Indonesian audiences, allowing them to gather insights that will inform the development of their strategy and enhance the smart lockscreen experience.
The objective of this research is to gain a comprehensive understanding of the behaviors and preferences of Urban Indonesian users, enabling us to create an optimal digital experience. Through this research, we aim to uncover market segmentation among Glance users, explore their preferences regarding digital content, and develop effective strategies for improvement. By delving into these aspects, we can enhance the overall user experience and tailor Glance’s offerings to better meet the needs and expectations of its target audience.
For this research, our criteria for our respondents is as follows:
We conducted qualitative research to Understand consumer behavior through in-depth interviews, in 90 minutes sessions. Through our interviews, we asked about daily activity, usage of smartphones in their daily life, application usage, screen time, and digital content preferences with our respondents.
After analyzing the interview results, we identified behavioral patterns in digital consumption. These insights led us to establish the Content Value Principle, which captures users’ preferences and perceptions of content. The Content Value Principle comprises five key values that users seek for fulfilling their digital consumption needs. It serves as a framework for understanding the value of content to individual users.
To measure the levels of each value, we created a Content Value Principle mapping for each persona, based on digital activity frequency and content relatability. Additionally, we developed a separate mapping specifically for Glance, representing our researchers’ view of how Glance’s features fulfill the identified values.
By comparing the Content Value Principle maps of Glance user personas and Glance itself, we identified the gaps where Glance falls short in meeting the audience’s needs. Understanding how each respondent values content allowed us to map three distinct personas based on digital content consumption behavior.
Through our analysis, we also assessed how Glance delivers content through its Smart Lockscreen and identified which values are already being fulfilled for its audience. This provided further insight into the areas where Glance still needs to improve to better meet the needs of its audience.
The research outcome aims to realign Glance’s content strategy to better engage their audience. Using the Content Value Principle, we identified content categories that require improvement and prioritized actions to address them. By completing this research, we were able to help Glance reformulate content types and categories through Content Value Principle mapping, based on the personas of Glance users.
