Preface

This paper will describe how HBO has developed an innovative market research strategy integrated into a single platform: surveys, online communities, mobile research, gamification, digital ethnography and big data analytics.

We want to share with the global research community our main learnings along the way, as well as a road map that anyone can follow in order to transform their market research studies from boring activities, into ongoing fun and engaging experiences, and how we've used the results to better support our programming and marketing teams on their agile decision-making processes.

The road map

Start point: The HBO Latin America situation

HBO Latin America Group is a joint venture of a company named Ole Communications with Time Warner. This venture is composed of the HBO, MAX and Cinemax channels. HBO airs in 37 countries (and counting) in Central America, South America and the Caribbean, therefore available in regions where multiple languages are spoken (Spanish, Portuguese, Dutch, French, English, etc.). HBO focuses on five main businesses: the HBO/MAX channels (premium business), Cinemax (basic channel/affiliate and Ad sales), Distribution of Original Productions, Services to affiliated basic channels and the Over-the-Top (OTT) streaming service.