ITV

Skopos designed and managed a dedicated online viewer panel (ViewBack), providing ITV with a flexible, fast-turnaround feedback tool:

• Panel recruitment: Built a diverse, engaged group of Good Morning Britain viewers to ensure coverage across audience segments.
• Quantitative tools: Regular surveys and polls measured satisfaction, preferences, and responses to programme content and advertising.
• Qualitative tools: Pop-up communities and discussion forums captured richer feedback on presenters, tone, and format.
• Frequency: Insights were delivered on a weekly — and sometimes daily — basis, enabling ITV to act quickly and responsively.
• Agile design: The panel structure allowed management to test both current programme performance and new ideas (e.g. segment pilots, presenter combinations).

The programme delivered ITV with timely and actionable insights that fed directly into decision-making:

• Identified which programme sections and formats resonated most strongly with viewers, and which required optimisation or adjustment.
• Provided clear evidence of viewer reactions to specific presenters and their on-air chemistry, guiding team configurations and development.
• Informed content strategy, ensuring features aligned with audience interests and maintained competitive edge against rival morning shows.
• Measured advertising effectiveness, reassuring commercial stakeholders about the value of placements within the programme.
• Enabled ITV to test and refine future feature ideas, reducing risk and ensuring programming decisions were grounded in audience demand.

As a result, the Good Morning Britain management team could make data-driven adjustments to content, presenters, and advertising strategy — strengthening the show’s ability to connect with audiences and deliver value to advertisers.