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Social TV Experiment: Q2 Recap

If you’ve been keeping up with The Social TV Experiment, then you’ve likely taken a look at who we’ve interviewed thus far and checked out some in-lab interview examples. Good stuff!  Now, let’s take a step back and go over how our team conducted the second round.  Our objectives for this round were to:

  • Analyze the targeted persona research interviews
  • Finalize the personas
  • Map social TV products and services back to the personas

In order to achieve these objectives, we recruited respondents according to the personas identified in Q1 – click here to register for access to Voice and view the screener!

Next, our researchers and strategists got to work compiling a long list of social TV products and services.  From that list, the team identified key features that should be covered during the user interviews such as show guide, show trending, polls, check-ins, multimedia, etc.  From there, they put together the discussion guide – click here to view the discussion guide in Voice.  The guide included an introductory Warm-Up, 20 minutes of probing on Current Behaviors, a 30 minute Artifact Assessment and a Debrief, including a card sort.  The Current Behaviors section was used to help finalize the user types into personas.  The objective of the Artifact Assessment was to identify the social TV features and functionalities that were needed and desired by each persona.  In the debrief, our moderator asked each respondent to use cards (featured below) to rank desired features and functionalities.  The purpose of this exercise was to help clarify which features respondents were actually interested in and excited by.  Because many of these features are relatively new in the intersection of social media and TV, it was important to learn which features were actually relevant to the respondent.  To view any of the 15 user interviews conducted here in our lab, visit Voice and, once inside, click on User Videos, Q2.

As with every User Insight project, the project team “grouped” the findings right after each interview and put them into categories, using a Mind Map and also utilizing the user log taken of each and every session.

Finally, after the 15 interviews were completed, the team began the “War Room” analysis. The room set-up includes pictures of the respondents, artifacts tested, the Mind Map and lots of stickies to make note of findings. They noted respondents’ shows watched, how they watched, significant TV and social media behaviors, needs and wants, incentives and concerns.  The team also sketched out ideas on how to visualize the findings. They decided on including a features chart, which you’ll be able to view shortly, once we release the Q2 findings.

In the meantime, register and login to Voice to view the screener, discussion guide, Mind Map, user profiles and user videos!  As you look things over, give us a shout here on the blog if you have questions on what our team as done so far; we’d love to have a discussion about it!

As always, thanks for reading and stay tuned!