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The Why

ITV’s Good Morning Britain management team wanted to gain rapid feedback on programme (and section) content; establish reaction to specific presenters (as well as their on-air ‘chemistry’); along with gaining a feel for advertising effectiveness.

The How

An online viewer panel (ViewBack) was established, with members participating in a range of quantitative and qualitative (pop-up communities, polls, etc) exercises to provide reaction. With feedback provided on a weekly (sometimes daily) basis.

The What Now

The management team were able to identify – and more fully understand – viewer reaction to specific programme aspects (content, as well as format) which required optimising; as well as explore ideas for future programme features, including presenter team mixes.

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