Research/Consumer Ingishts: Mediahub from Mullen, "Decoding a New Reality", National Geographic
When National Geographic Channel asked Mediahub from Mullen to help it position “American Gypsies,” a reality TV series chronicling a dysfunctional
Manhattan-based Gypsy clan, the agency began by researching key insights that would attract viewers by leveraging contemporary perceptions about gypsies, including two big consumer insights. The first
identified that unconventional characters such as vampires, fantasy and reality characters have become pop culture norms, and that “American Gypsies” needed to leverage the underlying
gypsy culture to help the show differentiate from other reality fare. The other big insight was that many Americans perceive gypsies as belonging to a faraway land, creating an opportunity to leverage
the contemporary, American gypsies of the series as part of contemporary American culture.
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