When broadcaster Sky wanted to better understand its viewers in order to better target them with promotions for programming that they were most likely to love, qual, quant and semiotics were all part of the process.
James Morgan, Research Analytics Lead, Consumer Strategy, at Sky, told the MRS Semiotics & Cultural Insight Conference (February 2022) that the segmentation that had previously been used across the business was not based on content preferences at all, but rather their preferences for buying services such as broadband, mobile connections and pay TV.
Unsurprisingly, he reported that “there’s not a huge amount of correlation between those...