BT TV Diary Study

The project

BT TV commissioned a round of immersive research to help define what their customers look like and how they interact with media technology in their homes. The client also wanted to uncover information on several unanswered questions as to how their customer segments interact with their services.

What we did

Initially we conducted an online survey with over 500 respondents that uncovered some critical behaviours. This survey revealed the type of devices that customers had, their viewing habits and the content they watched. The information gathered gave us a baseline understanding of their customer habits before beginning the immersive research.

We then conducted a week-long diary study with 25 participants across 15 households of various types, these included family, single and cohabiting households. The aim of this study was to understand how users interacted with BT TV and broader media. We began with briefing calls to introduce the diary study, understand their TV and media watching habits and to understand the routine in their household.

The study instructed the participants to document their personal or household interactions and respond to pre-set tasks for us to get deeper into their behaviour patterns. Using the Indeemo platform we were able to keep track of and engage with participants’ posts via commenting, tagging posts throughout the study and sent alerts to participants not posting. When the study closed, we conducted debriefing calls to gather participants’ views on the research went and to uncover any additional information.

The outcome

With a wealth of information, we began to sort through all the posts and tag them with a pre-set structure. Tagging helped us map out key themes we saw across each customer segment, adding evidence and quotes as we evaluated. Armed with structured and research outcomes, we held a client workshop to review what fundamental elements they wanted to learn from the data.

With clear direction on the client's expected outcome, we materialised the information in the form of key segment timelines and personas. These outcomes helped BT inform their future strategy to continue to optimise and develop customer-centric products.