How do you close the empathy gap with TV viewers? Our groundbreaking study with ITV used VR ethnography to understand how ITV programmes are integrated into everyday life. Programmers, researchers and the ITV commercial team were able to sit (virtually) alongside families in their homes to gain fly-on-the-wall insights into viewer behaviours. What programmes and adverts made people laugh, cry, talk about and create social currency?
The results are under embargo however insights from this large scale study into TV viewing has changed programming and created a framework for ITV to connect with viewers and get closer to their audience. Given this week’s MRS Impact 2021 conference is virtual, Dr Ali Goode (Cognitive Scientist at Gorilla in the room) and Neil Mortensen (Director of Audiences at ITV) are presenting the paper as virtual commentators on viewer behaviour inside viewers’ homes around the UK.
Our specialist research approach into – and using – AR and VR technology has now covered most media channels. From TV, Radio and Digital Video to Outdoor advertising, VR events and Theatre. If you’d like to discuss our approach then please get in touch!
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