• Quirk's Marketing Research Review, Thursday, May 5, 2011 2 PM

Joseph Rydholm describes how Showtime mixed quantitative and qualitative research methods, including an online survey and Web-based chats to better understand the preferred viewing platforms (i.e., linear, on-demand/DVR) of "Nurse Jackie" viewers - and how viewers of the show on different platforms may differ from each other.

One interesting insight: "in an ideal world, most fans would watch the live Monday night episode premiere...those who did were the most fervent fans. However, due to an array of work, family and social commitments, most utilize DVR and on-demand technologies to watch the show."

With the research, Showtime was able to distinguish five different personas of viewers who watch Nurse Jackie via different platforms. "In the end, these personas provided Showtime with detailed emotional hot buttons for the refinement of its on-demand communications," Rydholm writes. "Moreover, the personas will help inform Showtime's future online platform endeavors and understand the evolving needs of key viewership segments."

Read the whole story at Quirk's Marketing Research Review »