Decoding viewer choice with a powerful, human-centred lens
Decoding viewer choice with a powerful, human-centred lens
Services:
CHALLENGE
Sony Pictures set out to tackle a long-standing industry challenge: “choice paralysis” and how viewers are often left overwhelmed, endlessly scrolling, and stuck in a loop of indecision when searching for TV and films.
APPROACH
Partnering with MTM and behavioural scientist Dr. Nick Southgate, the study deployed an innovative, multi-method approach blending ethnography, large-scale quant and behavioural experiments to reveal what really drives choice.
IMPACT
The impact has been profound: the findings directly influenced Sony’s commercial success, supporting multimillion-dollar distribution deals and transforming how marketing assets are developed.
The new research uncovered engaging, fresh insights into viewing habits that really resonated with our clients. In offering them a new perspective on the role film can play and how content can drive engagement across their platforms, the findings not only reinforced the strategic value of film in a crowded content landscape but also helped us demonstrate a clear point of difference as a supplier. Ultimately, making us a more valuable partner and, importantly, helping us maximise the commercial opportunity with key clients.”
Mark Bowron
Director Features Distribution, UK & Eire, Sony Pictures
In focus at mtm
