Archive / Telefónica Digital Innovation · 2012
Future TV Guide — what to watch when you are not watching
Research and concepts to reinvent how people plan their linear TV, built from house visits and co-creation.
The research
House visits with eight people, a daily journey of TV planning, concept cards and four creative sessions with users. The day — not the show — turned out to be the unit people think in.
What we learned
We mapped a four-stage journey (pre-session, possibility, decision, post-session) and a behavioural model crossing TV and technology consumption — from passive viewers who memorise schedules to active users who only want to search for what they like.
