Roadshow Contextual Inquiry Research
Overview
We interviewed 12 participants in their homes for 90 minutes in order to understand their current experience researching and interacting with media, including Cinema, Video, TV and Moving Image content. These interviews happened in the home of each customer.
We spoke about
- A collage exploring interactions with different types of media and how they keep up to date with it
- What types of media they engage with and why
- How they currently find media they’re interested in which channels they use to find different types of media
- What’s important in their search?
- Different usage types in the media lifecycle
- ‘Roadshow’ brand recognition
- The ‘Roadshow’ prototype website review.
Problem definition
In an ever changing media landscape, Roadshow were seeking a better understanding of how, where and when people research and access content.
Clinging to outdated distribution models in favour of shifting how they engage with customers will find them in a difficult position in the near future.
It is important they get closer to potential customers and understand more about their expectations and behaviour.
Target Audience
Participants were recruited based on Roadshow’s customer segments & characteristics.
Responsibilities
I was responsible for leading all planning and research activities and conducting interviews with support from other researchers. Following that up with reporting and presenting findings to the client.
Design process
Participants were asked to create a collage in preparation for our interviews, this was to encourage reflection on how they engage with media. The interviews took place in their homes where we were able to witness their experience first hand.
Our findings were themed and analysed both as we went and consolidated back at the office.
Results
The research outputs came back with extremely valuable insights. These were presented in three phases, engagement, affirmation and discovery. We included customer verbatim quotes together with themed insights and focus questions.
On reflection
This was a fantastic opportunity to delve into an industry in the midst of disruptive forces. The process of interviewing participants in their own homes was valuable.
I hope some of the insights we uncovered will help Roadshow shift some of the old school thinking around media distribution. As their customers are now living a reality where they can access things in many more ways than they think.