ITV //
Understanding Modern Britain

This was one of those rare projects that researchers love to get their teeth into, with a purely exploratory brief: simply to understand modern British audiences.

Of course, with a question as broad as this, there was nothing simple about it. Hence, over the course of three years, I led a programme of work that sought to answer this question for ITV.

Using Manfred Max-Neef’s nine “Fundamental Human Needs” as a framework for our research activity, we set about conducting ethnographic, qualitative and quantitative work that was communicated to ITV staff via a bespoke microsite.

Our work was brought to life by professionally shot and edited documentary films and accompanied by a cultural calendar of notable events and anniversaries to help inspire ITV’s content and marketing teams.