NJOI + Astro
Research
Qualitative Design Research
Personas
Inclusion Criteria
• Gender: even split
• Age: full range (20-69)
• Cultural Group: diverse mix of Malay, Chinese, Indian, Indigenous
• Marital Status: mix, skewing toward majority married
• Occupation: diverse mix
• HH Income: below RM2500, 2501-5000, 5001-8000, above 8001 even distribution
• Household Composition: single, couple, 2 generations, 3 generations even distribution
• Geographic Region: North, South, East even distribution
• Urban/Rural: 3 (urban) : 1 (rural) in each location
• NJOI prepaid use: never, lapsed, current even distribution
Exclusion Criteria
• Employed in media, participated in research in last 6 months, under 20 or over 70, not a Malaysian citizen, watched TV less than 1 hour/week, not a decision maker in household, not an NJOI TV customer
Journey Maps
Qualitative design research methodology focused on core behaviors and motivations related to:
• Household context and key media priorities
• Choice logics for prepaid purchases
• Customers experiences
• Media use
• Points of media access
• Household budget priorities
• Devices, places, processes