Wearables: Putting the X-factor back into qualitative research

Date of publication: November 18, 2014


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.

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