The Guardian: Podcasting – full stream ahead

The Guardian, a newspaper, launched a campaign in the UK to understand the key factors to inform podcast strategies across product, content and audience development, while retaining the existing listener base, and evolve the podcast offering.

Summary

The Guardian collaborated with Boxclever to field extensive research into the UK's podcast ecosystem, audience, and user needs pertaining to discovery and adoption. This research yielded actionable insights that resulted in a number of key strategic changes to podcast product development and marketing at the Guardian.

We combined qualitative and quantitative research methods, utilising the Behavioural Change Model to determine openness to podcast listening and prospective audiences, as well as a Max Diff trade-off exercise to determine key motivating drivers to listenership. This work unearthed new commercial opportunities that led to +75% Y/Y growth in podcast advertising revenue. The...

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