Qualitative approach

We spoke to people in 12 households from across different life-stages from pre-family couples to older families, asking them to complete a one week video self ethnography task.

We took the best 6 forward for in-home family interviews in London, Newcastle and Manchester to explore more deeply their viewing habits and experiences.

Quantitative approach

Robust sample of 3,000 respondents completing a past 24 hour viewing diary and survey.

Representative of adults aged 16 to 65 in the UK in terms of age, gender and TV region.

Fieldwork completed on 10 selected days…
  • Spanning 4th June to 5th July
  • Averaging 300 respondents per day
  • 7 weekdays, 3 weekend days
  • over 10,000 shows

Survey conducted online using nationwide panels.


Alongside talking to viewers and experts we used semiotics to truly understand how content works to help bring us together.

Semiotics is the analysis and interpretation of cultural materials (the things societies make) to answer strategic brand challenges e.g. language, visuals, tone of voice.

In this instance, we analysed 15 shows (from a range of genres and channels) and 9 TV commercials in order to gain a comprehensive understanding of how bonding TV ‘works’. We looked at how it’s component parts help make it suited for bonding – and therefore precisely what is needed to create media that bonds.

Cultural Intelligence Approach:

A three phase process from breadth to depth looking into the cultural context and emergent new behaviours associated with television viewing.


Desk research and internal brainstorm drawing together exsisting insight along with new and emergent thinking on 'Bonding TV'


In depth interviews with key experts to expand, deepen and sense check themes which emerged from the mapping phase.


Further desk research to expand on themes/new behaviours and mindsets emerging from the interivew/theme phase

We worked with experts to get a to a deeper understanding of why bonding matters to people and in culture. This meant not only including, but going beyond ‘individual’ psychology.

We interviewed experts from 3 specialisms to place the cultural lens on bonding and its meaning to people:

  1. The psychology of individual motivations behind bonding
  2. The crowd and herd mentality around bonding in the digital age
  3. The cultural content of bonding

Dr Stephanie Baker: Lecturer at City University London: the sociology of emotions, crowd theory, with a particular focus on mediated embodied experiences.

Dr Tom Chatfield: Philosopher and Tech theorist, author, How to Thrive in the Digital Age, Fun Inc, and many more.

Matt Locke: Founder of Storythings, with long history in TV (Channel 4 and BBC) now media theorist. And Two ITV experts: John Whiston, Creative Director and Kieren Roberts, Producer.

For more information on the Research and Methodology behind ITV Primal Screen, please contact, +442071566767

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