MTM has recently supported Sky every step of the way in the development of the next generation of its flagship product offer.
Over the course of 2 years, we have partnered closely with Sky to provide an always-on stream of consumer insights to inform the evolution of its IP-delivery and TV hardware products – from initial ideation through to eventual rollout.
The workstream has included elements like:
- Qualitative workshops and individual depths to understand consumers’ category behaviours, attitudes and needs, and to develop and refine proposition ideas
- Quantitative surveys – drawing on techniques like Conjoint and MaxDiff – to gauge the appeal of different product features, to refine packaging and pricing options and, ultimately, to measure interest and forecast likely uptake
“MTM’s support has been integral to the development and launch of Sky Glass. Both qualitative and quantitative work, often closely tied together, have been central to decisions along the way, enabling us to place the consumer at the heart of our next generation of products.”
Lloyd Mason, Head of Strategic Insight at Sky