Research Plan

Research Objective / Challenge Statement

How might we use digital media to create an interactive space for Kardashian fans in order to allow them to discuss and filter the latest news based on their interests while also being able to find a community?

Key Customer Segment

Fans of the Kardashian family (Khloe Kardashian, Kim Kardashian, Kourtney Kardashian, Kris Jenner, Kendall Jenner and Kylie Jenner)

What do we already know?

1. Fans are active followers of the family on social media

• Together, they have a reach of 1.365 billion followers on Instagram and 213.3 million followers on Twitter
• The subreddit of the show has almost 75,000 followers
• 1.2 million Instagram followers for their TV show, The Kardashians, and they have 3.4 million Instagram followers on their collective official Instagram account
• #kardashians on Instagram has 2.5 million posts

What are we unsure about?

1. How casually do they follow the family?
2. How do they view the family (eg. Worship, snark)?
3. Why do they like following news on the family?
4. How long have they been fans of the family?
5. Do they enjoy reading news about people adjacent to the Kardashians (eg. Partners, ex-partners, family friends etc.)?
6. What aspects of online communities do they enjoy?
7. What aspects of online communities do they think are missing from the one they currently engage in?
8. What social media platforms do they like using?

Whom should we talk to?

1. Fans of the family
2. Users of social media / online platforms

What are other relevant data sources?

1. r/KUWTK subreddit
2. Kardashiandish.com
3. Kardashian family’s social media accounts
4. Gossip news sites such as Pagesix and TMZ