Case Study: CBC achieves deeper insight into Olympic Winter Games audiences with dscout

CBC uncovers 18-day Winter Games audience insights with dscout

The Canadian Broadcasting Corporation (CBC) wanted to understand how Canadians were consuming content during the Olympic Winter Games amid a shifting media landscape. They needed to validate internal audience personas and gain empirical data on user experience to inform future event coverage. CBC hired a partner, TWG, which used dscout to conduct a longitudinal diary study.

Using the dscout platform, TWG implemented a mobile diary study to capture participants' experiences through video, text, and audio over 18 days. The study revealed unexpected consumption patterns, leading to updated personas and deep insights into audience engagement. For dscout, the results provided CBC with a powerful, empathetic understanding of their audience, illustrated through video clips and experience maps, which shifted their approach to audience research.

CBC (Canadian Broadcasting Corporation)