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Brand Audit  |  Co-strategist with Astha Avinash, Hannah Korn, Alison Mansfield  |  SVA Student Project taught by Nucleus Group

Quibi was an American short-form streaming platform that launched in 2020. It generated 10-minute bite-sized content for viewing on mobile devices and despite its initial promise, was forced to shut down in 6 months. The failure of Quibi was attributed to numerous reasons: ill-timing due to COVID-19, its rigid adherence to mobile-only devices, its uncompetitive business model that did not take into consideration other free offerings in the category, and ultimately a lack of understanding of the needs of its core audience. Our challenge was designed across two sprints: First, identify opportunities in the zeitgeist for Quibi; Second, identify an audience who would potentially need the aforementioned opportunity, and find the alignment between their needs and how Quibi can serve them.

Role & Skillset  |  ​Cultural Audit, Trend Analysis, Implications, Consumer Interviews & Insights, Audience Definition, Opportunities

Research Question

Does the demand for content need to be a choice between two extremes?


Demand isn’t binary.

We find ourselves regularly caught between the extremities of choice.

A limbo is an uncertain period of awaiting a decision or resolution; an intermediate state or condition.

Most of us assume being in limbo means being stuck.

But even Dante looked at the Purgatory as a designated space for change.

“...perhaps the most original aspect of Dante’s version of Purgatory is that the souls in Purgatory are in the process of change. They suffer, but not simply in order to repay a debt: they are suffering in order to become good.”

Source: Leeds

Source: Hypebeast



We observed a pattern of multi-utility products that afford people the space to be more than just one thing, and the ability to circumvent any necessity of choice.

Limbo in Culture

Source: WSJ



The resurgence of tried and true objects and trends breathes fresh air into classics and makes the present more familiar and comfortable.

Source: Forbes



The space between fan-favorite shows is often filled with user-generated secondary content that allows people to create the worlds they want to see. 

Because the absence of certainty


...holds the presence of possibility.


Source: Netflix, Popsugar

The world is embracing this flexibility and ambiguity now more than ever.



People no longer accept their identities as prescribed or assigned. They desire the freedom of exploration beyond the binaries.



The fundamental format of work has changed and it is now neither fully at home nor fully at work; it lies somewhere in between.

Key Findings


People want their experience to be dynamic and ever-evolving.


People turn toward the familiar to generate a sense of comfort in the face of the unfamiliar.


People don’t let what they love die and they create the things they love that don’t yet exist.


What if

Quibi changed every day so it’s never the same?

What if

people could align Quibi to their sentiment in the moment?

What if

Quibi’s world is built with its people?

“Every child is an artist. The problem is staying an artist when you grow up.”

It’s something Picasso said. 

But most of us have said it to ourselves too.

As we peer over book collections with uncracked spines. 

As we watch our records collect dust. 

As we think “I should really start painting again” and never pick up the brush. 

We’ll always say we’ll do it someday… someday...someday…

But somewhere, life gets in the way. 





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