Innovation details

Presented

New York, 2011

Created for

Insights and actions

Conceived and directed an early test of 3D Television among a cross section of consumers at the CBS Media Lab in Las Vegas, using a unique combination of real time responses to 3D viewing with follow up diagnostic questioning. The testing showed that the barriers to consumer comfort with 3D TV, particularly involving the wearing of glasses, could not be overcome by enough relevant kinds of programming with a 3D "wow" experience component, and that 3D Television in its latest configuration would be a failed product innovation.

This predicted result has been subsequently born out in the actual consumer marketplace.

Key clients involved

Return

        or

Next Innovation