Mapping the Winter Olympic Games Experience for CBC

Irfan Pirbhai Twg

“Mobile ethnography on the dscout platform allowed for tremendous depth of understanding about our users—more than any other project that I’ve worked on. We built relationships with our participants, and got prolonged exposure into their mental models, life situations and emotional journeys.”

– Irfan Pirbhai, User Research Team Lead
TWG for the Canadian Broadcasting Corporation

During its Winter Olympic Games coverage, the CBC used dscout Diary to uncover their core viewers’ media consumption habits.

The CBC is Canada’s national broadcaster and the rightsholder for the Olympic Games.

Partnering with agency TWG, the CBC used dscout to run a longitudinal diary study focused on their audience’s shifting media habits—offering a lens into the Olympic Games experience of more than 1000 text, audio and video inputs throughout the coverage.

The research culminated in a breakdown of their audience into “sub-personas,” a customer journey timeline, and increased depth of understanding about how to provide better coverage of major events to core consumers across Canada’s five time zones.

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