It's not market research. It's HBO

Adriana Rocha, Iván Casas, Mariana González Cedraro, Laura P. Berga and Susana Aiken

This paper describes how the TV network HBO developed an innovative online community, integrating its market research strategy into a single platform, in order to listen to users and generate agile market research insights across Latin- and South America.

Preface

This paper will describe how HBO has developed an innovative market research strategy integrated into a single platform: surveys, online communities, mobile research, gamification, digital ethnography and big data analytics.

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