Lights, Camera, Research, Action! Bringing TV viewer research literally into the heart of the business

Mike Jeanes and Andy Barker

This paper describes a research project for CNBC, the news channel, which combined qualitative research with an interactive, experiential research event.

Lights, Camera, Research, Action! Bringing TV viewer research literally into the heart of the business

Mike JeanesCNBC, UKAndy BarkerEngage Research, UK

Introduction

Even the most innovative qualitative methodologies tend to follow a similar path – brief, fieldwork debrief, with the main consumer interaction being the groups, ethnography or online community. This project was different. The 'qualitative' was only one part of the story, the rest involved customer networking, a TV studio, make-up, cameras, news anchors and a day of direct interaction between a business and its consumers. It was a truly 'experiential event' with research at the...

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