Wearables: Putting the X-factor back into qualitative research

Date of publication: June 15, 2014


In 2013, ITV launched a brand new X-Factor app, creating a truly interactive, multi- screen experience by allowing audiences to be the ‘fifth judge’ and rate acts during the show. This groundbreaking media format required a truly innovative research approach, in order to understand audience engagement with both screens, in real-time, whilst minimising disruption to the natural viewing experience. This project represented an excellent opportunity to use our heavily-piloted EyeCams in a client study. EyeCams are lightweight glasses that record HD video and audio from the wearer’s perspective. To our knowledge, this is the first time that wearables have been used for market research purposes in the UK (or beyond) and this paper should be an inspiration to anyone involved in qualitative research.

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