Universal McCann was conducting an ongoing thought leadership project: ‘Rebuilding a dynasty: who wins in the new age of television?’. They wanted research that helped them understand the choices consumers make about the ‘TV’ content they watch and identify individual criteria which make up viewing experiences.
Join the Dots ran an online community lasting two weeks, with participants with different levels of interest in technology. The iterative community approach, provided large sample sizes across a wide geographic and demographic spectrum, and covered a diverse range of topics related to TV viewing habits.
We were able to make a valuable contribution to the thought leadership project, giving Universal McCann a wealth of information about how TV is consumed in the UK today and what might happen in the future.
For more information about this project, including using communities and market understanding, please contact Paul Child