From the course: Market Research: Qualitative

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Image-based interviews in qualitative research

Image-based interviews in qualitative research

From the course: Market Research: Qualitative

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Image-based interviews in qualitative research

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- Years ago, a series called Doubt and Abbey was a TV phenomenon in the US. With three golden globes, 15 primetime Emmy awards. This series became Britain's largest drama export with an international audience of around 120 million viewers. And the height of its success, my company was called in to find out why it was so popular for that television station PBS, so that they could create the same success with other shows. So here's what we knew. We knew that people loved the show. We knew that they were fanatics about it. We knew that this was one of the biggest unexpected surprises to hit PBS in years and one of their biggest revenue drivers. We knew the what, we had to figure out the why. Why people loved it including the feelings they were going through with the show that compelled them to keep watching? The way we started here was to conduct a series of image-based interviews with Doubt and Abbey viewers. We asked…

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