MetService, Te Ratonga Tirorangi, New Zealand's national weather authority and only provider of severe weather warnings in Aotearoa, has appointed Perceptive to support a new body of research that examines how consumers use and engage with weather information.
Perceptive is working alongside MetService to build an intelligence programme that encompasses qualitative research, including focus groups and online forums, and quantitative research, including an attitude survey and market segmentation refresh.
The project aims to understand how New Zealand consumers use weather information, their behaviour, their engagement with weather activity, and what their met and unmet needs are.
This work, which started in late 2021, builds on a segmentation programme that Perceptive designed and conducted for MetService back in 2016.
Initial findings from Perceptive’s qualitative work shows that MetService is New Zealand’s go-to brand for detailed information on severe weather events, warnings, and alerts with many New Zealanders visiting the website more frequently during severe events right up until it passes. The MetService website averages one million daily page views and the Weather App has been downloaded over 1.6 million times.
Perceptive’s business director, Ange Dunn, says: “We are excited to be working with MetService again to see how consumers have evolved over the last six years and how the market has changed. It’s a real honour when clients come back to refresh segmentation and insights work as it demonstrates the value Perceptive has provided them with over the years.”
Brad Monaghan, MetService head of brand and communications says: “It is vital MetService understand the evolving needs of New Zealanders, and how they access and interpret weather information, especially in times of adverse weather.
"We are delighted to work with Perceptive again. The results of the research will help us shape future digital product development projects, on both metservice.com and MetService New Zealand weather apps.”