Innovating an Annual Televised Holiday Event

Challenge:  The sponsor of an annual televised holiday event was interested in learning how their programming on TV plays a role in holiday traditions currently and how to evolve to continue to play a role in the future.

Approach: Southpaw Insights moderated in-person focus groups with Americans to learn about holiday traditions, what is watched on TV, how programming integrates with traditions, and ideate with consumers to identify areas to grow and stay relevant.

Result: Through four focus groups in two markets and mini-ideation sessions, consumers collaborated with each other to help this programming maintain its traditional clout while also helping it break into new spaces.