A Behavioural Study
into Interactive Television
This project complements research originally conducted
in 2001 that examined early use and behaviours of
iTV users. As such the work will provide a clear
insight into current behaviours and will examine
trend data from the earlier survey to identify emergent
trends. The work will particularly focus on
three areas:
Products & Services
– What kind of products and services are
best sold over the medium, and how? (This will be
broad in scope and range from retail shopping through
to betting and micro-purchases such as ringtones)
Customer Relationships
– How does interactivity fit into a multi-channel
approach to customer relationships? How can it be
used as part of a commercial model if, transactionally
the product or service is not purchased through
iTV?
Advertising
– How will consumers respond to different
kinds of interactive advertising? What methods
will work best? What levels of interactivity
and intrusiveness will be tolerated?
The research will benefit from previous research
projects and insights combined with broader desk
research. The empirical methodology will involve
in-home depth interviews and discreet video recording
of viewing behaviour. These will be supplemented
by focus groups. In addition there will be a quantitative
survey based on 500 iTV user respondents. Qualitative
elements will be further defined based on range
of sponsors and sponsors’ requirements.
The project will provide sponsors valuable strategic
insight and will be refined to give a detailed understanding
of how interactivity can be harnessed in their own
situation and context – ensuring immediate
tactical benefit.
The output from the research will be a short workshop
based on a Powerpoint presentation. In addition,
there will be a publicly available headline research
report.
This project is a partnership between Teleconomy
and the International Centre for Media, Technology
and Culture.
For more information, please
enter your details below or telephone Teleconomy
on +44(0)1524 382000:
|
