In 2006, Deloitte began a weekly podcast covering business issues and the professional services that Deloitte provided. Episodes were 30-45 minutes in length with high production value.
In 2008, I led a project to re-position Deloitte’s podcast program. To gather feedback, I organized a focus group and and collected user survey results. The results showed that our users appreciated the content, but found it not easy to digest with its length. We also found that the high production value was not a major concern of our user base. In fact, the glossy sound and voice talent made the program sound too prepackaged and slick and not authentic.
I initiated several program concepts to help boil the program to a 10-minute timeframe. Our latest podcast format can be found below.