work
Research makes your audience real
How we work
hook’s 4D methodology
To find your hook, you need a research partner that understands both your own ambitions and your customers. Our 4D methodology allows that to happen, providing a flexible framework to make your project the best it can be.
Discovery
See your audience in a new light
We’ll work closely with you and your team to map out the world of the audience, blending existing knowledge with Hook insights. With this step, you’ll gain a new understanding of their habits, behaviours and needs.
Methodologies
Cultural analysis, Social Listening / Diaries / Surveys / Desk research / Data analysis
Dialogue
Ask the right questions
Find out first-hand what your audience thinks. Building a dialogue with the audience to understand what matters to them.
Methodologies
Responsive Panels / Depths / Workshops
Demonstration
Dig deeper into the things that matter
Testing your ideas and finding out what your audiences really think through interactive consultations between you and the people you want to understand (your target audience), we’ll help draw out deep insights.
Methodologies
Responsive Panels / Depths / Workshops/ Focus groups / Ethnography
Deliverables
Turn ideas into action
We’ll create assets that allow you and your team to visualise the results of our research. We look for the best way to communicate findings from graphically designed debriefs, and data led storytelling to brilliant video. Hook will always give you a tangible way to interact with our research.
Methodologies
Videos / Infographics / Personas / Podcasts / Playbooks
specialist focus, flexible approach
Our core specialisms
When we say we have core specialisms, we’re talking about more than the techniques we use.Our vast experience over the years has led to us developing specific core specialisms…
AUDIENCE
We’re experts at gaining insights into specific audience types, whether it’s uncovering the music lives of under 35’s or how families find content they can watch together.
We have particular experience in youth audiences as well as an understanding of specific fandoms of categories like drama lovers, news & current affairs audiences, and specialist factual programme fans.
Helping the world’s biggest media owners make family friendly content
Discovering what makes a super-fan for Warner Media
Brand
We’re the go-to for brand insights. Whether it’s crafting a music label’s identity, helping top streaming services refine their brand, or guiding diverse industries like fashion and finance on brand evolution, we truly understand brands and how they can grow.
Helping The BBC to understand their channel brands better
Giving Disney+ the audience insight they need to grow their brand
Helping John Lewis better understand their childrenswear clothing brand
Content
We’re hugely experienced in researching specific categories of content. Hook has been trusted by the world’s biggest media owners to help them develop their content strategy in areas from drama, and fact-ent to news & current affairs.
The BBC’s preferred partner for testing kids TV shows
Providing Cartoon Network with the research behind their biggest relaunches
Helping Disney to understand how to build excitement for the final season of The Walking Dead
UX
We’re experts in understanding how to craft research exploring how audiences find content.
We’ve helped: the biggest VOD players (form iPlayer to Disney+) see how their platforms are used; assess how content is consumed cross-platform; and produced thought leadership around usage of new tech from smart speakers to AI.
Providing specialist insight into new Whatsapp features for an international user-base
Strategy
We’re experts at understanding the media landscape and we’re trusted to advise brands on how to develop and position their content to achieve maximum cut-through- from messaging and marketing to brand partnerships.
Exploring the meaning of specialist music to young audiences
Guiding Channel 4’s content development strategy across their key genres
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