Highly aligned and loosely coupled - this Netflix mantra provides a rich foundation for mining insights.
In analyzing the initial findings, it was interesting to see that there were people who said that they would continue their membership during their first week but ultimately ended up canceling. Here, the mix of attitudinal and behavioral data painted a more robust picture than a single modality ever could have - which helped Netflix realize that they had to dig even deeper to understand their audience and subscriber retention habits.
Netflix has also tackled segmentation, which again required the participation of numerous internal research teams and also applied to everyone within the organization - from membership teams to the people coming up with original content.
Some Netflix tips for avoiding "analysis paralysis":
1. Start with the end in mind: focus on objectives, not methodologies
2. Getting to the "so what" - brevity can be an effective approach
ABOUT THE AUTHOR
Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy
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