Case Study: CBC deepens audience insights with dscout's mobile ethnography tools

CBC deepens audience insights over 18 days with dscout

The Canadian Broadcasting Corporation (CBC) sought to understand how its audience consumes content within a shifting media landscape, particularly for major events like the Olympic Games. To gain these insights, CBC partnered with the vendor dscout to utilize its mobile ethnography tools for a diary study.

Using dscout's platform, researchers conducted a longitudinal diary study that captured participants' experiences through text, audio, and video. This approach provided deep, comprehensive insights into user behavior and mental models, which CBC could then use as a model for other major broadcasts. dscout enabled a level of candor and intimacy in responses that led to a tremendous depth of understanding, more than any other research method previously used by the team.

Canadian Broadcasting Corporation (CBC)