It's not market research. It's HBO

Date of publication: August 25, 2017

Abstract:

This paper will describe how HBO has developed an innovative market research strategy integrated into a single platform: surveys, online communities, mobile research, gamification, digital ethnography and big data analytics. We want to share with the global research community our main learnings along the way, as well as a road map that anyone can follow in order to transform their market research studies from boring activities, into ongoing fun and engaging experiences, and how we've used results to better support our programming and marketing teams in their agile decision-making processes.

Adriana Rocha

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Mariana Gonzalez Cedraro

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Laura Pellerano Berga

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Susana Aiken

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Ivan Casas

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Research Papers

Research Papers

Research Papers

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