Thought Leadership Case Study: MTV Networks
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MTV Networks – Spring 2011
Study Objectives: MTV Networks engaged Latitude in a thought leadership study to help them understand the mobile app adoption landscape, with a particular focus on:
- The changing role of apps in our everyday lives
- The app adoption “lifecycle,” from initial download through continued use or abandonment
- Specific directions for the development of mobile applications with long shelf lives
- Opportunities to connect brands to target consumers through mobile applications
Study Components:
We designed a multi-phase, qualitative/quantitative hybrid study that included:
Phase 1: Apps in Life: In-home ethnographies including diary and “app deprivation” assignment, n = 28+
Phase 2: Quantitative survey and segmentation of need states, n = 1300+
Phase 3: Follow-up interviews and creation of app-user portraits – mini-documentary
Outcomes: We provided MTVN with an “app strategy toolkit” to guide continued app development across MTVN brands, and a multi-media presentation deck for advertiser/partner outreach. Results of the study were presented by MTV Networks’ Colleen Fahey Rush at the 2011 OMMA Mobile Conference, the Online Publishers Association, and the findings were covered by numerous press outlets including: CNBC, MSN, the San Francisco Chronicle, Yahoo! News, and The Wall Street Journal.
Image credit: Johan Larsson
