ITV: Entertaining the nation

Rebecca Thompson and Elinor Bateman

This article explains how ITV, the UK TV channel, created a mobile app that allowed people to continually rate the programmes they were watching so that ITV could understand viewer engagement better.

ITV: Entertaining the nation

Rebecca Thompson and Elinor BatemanITV

Summary

This is a paper about the unlikely relationship between TV commissioning and market research, and how a new kind of research was born. It's about an industry that demands freshness and novelty and ideas never seen before. And what happened when it met a discipline that deals in what can be known and measured. It's a paper about what we call Industrial Qual - a kind of research that combines the depth of nuance of conventional qualitative research and fuses it with the scale and 'always-on' nature of large-scale...

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