Insight

Not recruited users, but real daily-user advisors are ready to collaborate with YouTube on brand development and strategic decisions.

Project

Creating a consumer community that offered quick, continuous access to a select group of Favourable Users (30x in each market: UK, FR, DE). Through individual tasks, live chats, interviews, and a blend of text and video, the community create qualitative input and feedback at speed to inform marketing strategy and campaigns.

Concept

Recording users' feedback and build on it. Listening to people is like tracking their feelings and behaviour within their broader social context.

Design

The core key idea is to use YouTube's visual language, with a simple yet effective twist on the logo, from “Play” to “Record, to signal active listening to users when and where they want.

So, the YouTube logo switches from the triangle icon of play to the circle icon of record, and it pulses at the average human heart rate to signify a recording with a human touch.