Looking into the future of TV with Intel
What does the future hold for the TV? Is it a screen? Is it a window to a networked
world? Is it a multi-platform device that sits in the living room?
Technology innovator Intel is leading the way in shaping the future of
the TV platform and how it delivers content. The company wanted to know more
about how people might use other electronic devices as part of their future IPTV
experience, e.g. for social networking or to look up supporting information.
To help Intel uncover these future needs, we used our Future Lab
methodology, which combined focus groups and a diary study. ‘Early adopter’ audiences were encouraged to think deeply
and imagine how they’d be experiencing and interacting with TV content in the
near and distant future. A prototype IPTV tablet service was also concept
tested in support of the broader study.
As a result we were able to deliver to Intel:
- A clear framework for understanding
audiences’ content needs
- The triggers and motivations for people’s
usage of TV networked apps
- An understanding of how consumers want
personal devices to work with IPTV
- A vision of how TV content should
be developed and delivered in a world where collaboration, banter and sharing
are as important and entertaining as the TV programme itself.
Our research findings included compelling video
of participants pondering their ideal future TV experiences – insights which
proved to be inspirational to the design team.