Barry W. Enderwick is a consumer brand and performance marketing leader with a background that includes an 11-year run scaling Netflix from a then-unknown startup to an international brand.
After Netflix, he co-founded a brand and marketing agency that provided marketing services, including social media, for B2C, B2B, and direct-to-consumer companies as well as planning brand marketing and communications for a multi-division, multi-billion company.
Currently, an independent brand and marketing consultant, Barry enjoys running, travelling, cooking, craft beer, and reviewing interesting flavoured potato chips from around the world on Instagram and YouTube. Yes, really.
FROM STARTUP TO INTERNATIONAL BRAND – HOW NETFLIX LEVERAGED MARKET RESEARCH
Barry will share how Netflix leveraged both qualitative and quantitative market research to scale from an unknown startup to an international streaming brand.
1/ Context and overview of research at Netflix from 2001 – 2012 – An overview of the role of qual and quant research within Netflix and a brief timeline
2/ Examples of how marketing used research
– Critical brand re-positioning in 2004 (quant/qual)
– Ongoing landing page optimization (qual/quant)
– Messaging development to transition from DVD to streaming (qual/quant)
3/ How product used research
– UX development (qual/quant)