WGBH was contemplating entering the Second Screen Experience market after seeing a surge in user interest in the area and hired Grey Market to assess their opportunity for entry. Using an agile approach to ideate, prototype and test new capabilities, GMD delivered smart strategic creative to WGBH and validated it with viewer research to help guide their entrance to the second screen viewing experience. 

Over 40 second screen applications were assessed against the agreed upon criteria to unearth which features were being adopted in market and how well they were executed. This resulted in strategic recommendations for WGBH to investigate.

Leveraging the information gleaned from the competitive analysis, Grey Market was able to integrate the most successful elements into six distinct concepts, ranging from fun gamification to altruistic augmented education.  Following WGBH’s feedback, Grey Market delivered three robust design options for a final product. 

GMD and WGBH conducted four focus groups where respondents were asked to rate the overall application concepts and then select features they most felt would engage them on an on-going basis.