This paper showcases how a pioneering research technique was used to answer questions arising from new tv broadcaster, consumer and brand behaviours. Specifically the paper shows how wearable glasses that capture high quality AV footage from a participant's perspective can add unique value and the challenges and learnings inherent in using such a method. The case study we use here emerged from a partnership between ITV and a strategic insight agency, Craft. ITV wished to understand how audiences of one of its most valuable UK programmes, The X Factor, used its companion smartphone/tablet app.
Luxury brands rely on carefully planned and executed marketing activity to appeal to the emotions and cultivate an image of exclusivity, but as their customers increasingly spend time with digital media, they must wrestle with decisions about whether and how to extend their communications into a world more associated with social inclusion and rational, direct-response advertising. This presentation will highlight the key findings from an international study of luxury consumerism and digital media, conducted by London-based media research agency Essential on behalf of Microsoft Digital Advertising Solutions and KR Media.