IPTV Questionnaire

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  gonefishin Posts: 140

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  24/04/11 - 09:04 #2

  Hi Ellis_Glass, your post may benefit from some disclosure about what you're researching and why.
  
  Is it to support a student dissertation or other academic pursuit or for commercial reasons?
  
  I'm assuming the former, so looking at the questionnaire, you may wish to consider tighter structuring / re-definition of the questions. Some suggestions below:
  
  - Occupation: if you're looking to filter by demographics then you should aim for something along the lines of self-employed, skilled professional, manual worker, unemployed, retired / homemaker. You should broaden out the media category to media & advertising - this is to deliberately filter out those with industry knowledge and therefore ahead of the curve in their adoption of new services. Industry classifications used across all forms of market research should be used as a guide to best practice. You may want to add a question about household income, though always give respondents the opportunity to 'prefer not to say' (which usually means they're well paid but prefer privacy!)
  
  - You likely need an attitudinal question to gauge whether the respondent is an early adopter, early / late majority or laggard. Early adopters are generally very tech and media literate and atypical of everyone else.
  
  - In asking the question 'do you watch TV over the internet' you need to unpack that a bit by asking whether this is to a TV / laptop / companion device or to a TV screen via baked-in connected TV functionality, a games console, Blu-ray player or other hybrid device. There are a couple of reasons for suggesting this: firstly, to offer respondents with lower levels of specialist knowledge some clues on how to answer the question but also to set yourself up for asking a subsequent question about whether the prospect of TV over the internet would be more appealing if you could receive it on a TV screen rather than a computer.
  
  - The question re paying an online subscripton needs to be unpacked by segmenting the market (e.g. an online version of a newspaper, games, music, video on demand, etc.) A hint: you'll find that the majority of internet users aren't prepared to pay for content, though a striking number of iPad owners are.
  
  - Question 9 needs to be re-framed. Firstly the term IPTV will be alien to all but those with specialist knowledge and your sample should be aiming to poll not just this self-selecting bunch. Something along the lines of 'what's the main reason you use on-demand TV?' : 'to catch-up on a TV programme you missed?' ; 'to watch a favourite programme again?' ; 'to discover programmes you wouldn't ordinarily have seen if watching live TV?' ; 'to access content not readily available via live TV?'. There may be more than one motivation here, so a sub question to determine how much of the time each of these is a primary, secondary etc. motive may be useful.
  
  - Question 10: caution. There's often a huge gulf between claimed and actual behaviour. Note for the maintream majority, there'll be low levels of awareness between the distinctions of watching something off a Sky+ or over an IP-delivered service. In fact once you probe into this further, those with a Sky+ may have low awarness of what's live and what's on-demand, as it all comes through the same device. Sky's own figures, which are based on actual, rather than claimed usage, demonstrate that live viewing is still the majority behaviour but that certain genres (e.g. dramas) are more likely to be time-shifted.
  
  - Question 12 could do with some re-phrasing. You may have the question clear in your own mind but to your average respondent it's unclear. Presumably you're testing for a hierarchy of interest in specific services and / or functionality. Adding some motivational criteria such as 'more choice' or 'greater convenience' may be helpful.
  
  - Also missing are questions on device and service ownership - e.g. 'which of the following do you have?' : 'a TV capable of receiving HD channels?'; 'no TV'; 'a games console?' etc. You may want to ask a sub question about the set-up in the living room vs. other rooms as this will impact both time spent and how the equipment is used, as well as to tease out whether it's shared or solus viewing. Ofcom's Communications Market Report may help to both structure and phrase the questions you're asking, as well as to expose some other areas you may want to ask about.
  
  All intended as constructive feedback, rather than criticism so hope you take these comments in the spirit intended.

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