Consumer & Industry Research

The ETC’s projects and initiatives are supported with data derived from consumer and industry research that is conducted in the ETC’s Anytime Anywhere Content Lab (AACL), Consumer 3D Experience Lab and studies with various research partners. The ETC also utilizes its affiliation with the University of Southern California to gather next-gen consumer research from students. This is done on campus at the Weekly Digital Feedback Series, at Student Forums with company executives and through focus groups held in the labs. The ETC also develops Entertainment Technology Impact Reports to keep members apprised of developments in the industry.

Weekly Digital Feedback Sessions

Each week, ETC interviews 25-30 next-generation consumers at USC and asks them questions about media, devices, and consumption habits. Our goal is to get qualitative data and to spot trend-setting behavior. These explorations bring our sponsors in touch with an crucial segment of their audience, and provide depth and texture to the quantitative data they receive from other sources. This feedback and quick-response capability gives ETC's sponsors timely and relevant feedback to use in their product plans.

Focus Groups

Focus Groups made up of USC students are conducted on a regular basis in the Anytime Anywhere Content Lab and Consumer 3D Experience Lab .  These groups are used to study the impact to the consumer of new technologies, how likely they are to be adopted and how they might be used outside of the intended purpose.  These interactions are videotaped and highlights are shared with member companies.  

Partnered Research Studies

The ETC works with research firms and outside organizations to develop and conduct statistically-significant studies that illuminate important consumer trends in digital media.  As an example, a recent nationwide study conducted with the Consumer Electronics Association looked into consumer awareness of current 3D technologies and their willingness to adopt this technology in the home.  The ETC conducts 2-3 major studies per year with various research partners.