How do you discover new TV programmes? These days, aside from recommendations from friends and family, social media and magazines remain the two core channels through which we discover new shows. TV Times needed to optimise both if they wanted to remain a key source of discovery.

In order to understand and optimise these channels, they needed to understand the journey taken by TV watchers. By using a mobile ethnographic study to observe decision makers in action, we could create an accurate picture of what information people actually value. We created strong strategic outcomes, with a set of actionable insights that have since been used by senior leaders to guide decision making.