Your Baby is Ugly, How to Fix It: Social TV

Last year we conducted a massive study around the intersection of social media and television. We invested in this research ourselves so that we could publicly share our findings and also provide a platform to show the type of research we conduct and how it is applied. Honestly, we just thought Social TV was a cool topic.

We know no one likes to be told their baby is ugly, but we at User Insight tell our clients this everyday. The good thing is “baby” in our conversations is a product, marketing campaign, or even as minute as a Facebook post and typically certain things can be changed about the “baby” before it goes to launch or at least for the next release or iteration.

These conversations usually sound something like this “So this part is good but…” or “Well this one group would love this aspect, but nothing else and its not going to result in an action” or my favorite “So this is going to resonate well with this one user type, but it will ruin your brand image if you go after these folks.” As we coach clients through this dance often times it’s perfecting the message around who they really should be targeting and whom else in these efforts they can serve.

This process is an ongoing relationship and really allows us to sit at the table with our clients as the customer representative. We obviously can’t show you the research we conduct with our clients, but we thought it would be fun to show how a few of our Social TV personas would respond to a Social TV App. A&E’s “Storage Wars” launched a second screen app earlier this year, it is primarily used as an app for live  viewing and has some gamification elements to it as well.

First check out the Social TV research.

See below how two of our social tv user types responded to the app:




So while the baby isn’t horribly ugly, it could use an upgrade or two. If they are set on making it a live synching app, they should really cater towards Chatty Cathy’s demands. Not only knowing who you are marketing to and developing products for, but really diving in and understanding the nuances around each user type is where great marketing and great products come from.