A leading OTT platform was looking tobetter the ‘engagement diversity’specifically to increase device diversity by increasing TV device activations and usage. The research was aimed
1. To understand the role of TV in the household like TV routine and general motivations
2. Understand physical, mental and cultural barriers and drivers to using the TV to watch OTT content
3. How different devices like mobile, PC and TV differ in their usage for different occasions
4. Store visits to understand the local ecology and get a sense of device popularity
Extensive ethnographies and cultural immersions were conducted across Mumbai and Navi Mumbai followed by shop-along in the well-known electronic markets in Mumbai. We recruited research participants, managed logistics including transportation, provided moderators and top line for the research.