Ideas
Explore the world's #1 largest database of ideas and innovations, with over 500,000 inspiring examples.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join 287,576 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Dashboard
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
AI + Human Methodology
Learn how Trend Hunter harnesses the power of artificial intelligence.
Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
eLearning (NEW)
Prepare for the year's ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our FREE Virtual events.
Free Webinars
During COVID-19, learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 389,264 cutting edge ideas.

Understanding Consumer Viewing Habits

Greg DePalma, VP of Audience Insights at TiVo
Taylor Keefe
June 20th, 2012
Greg DePalma is the Vice President of Audience Insights at TiVo and true media junkie. Greg has a keen understanding of today’s television viewers. When he’s not busy kicking back and listening to some classic guitar riffs or watching Conan on his iPad, Greg is busy uncovering what consumers watch, where they’re watching it and why, and learning how to extract that data and turn it into insights and innovation at TiVo. We spoke with Greg about today’s media industry and asked him a breadth of questions that touch on everything from innovation to team creativity.

5 Questions with Greg DePalma

1.How do you motivate your team to come up with good ideas?

There are two key things: one is an open environment, where an idea can come from anyone on the team or in the company.  Sometimes we uncover creative ideas from places you would least expect. Second is to “eat your own dog food.”  An example would be everyone on my team owning an iPad for our new TiVo app. You want your team to experience what your customers experience, whether they are using an iPad, a TiVo or an app. You have to own your product and know it inside and out, hence I borrowed the saying “eat your own dog food” from a marketer at Microsoft in the 80s.

2. Do you have any specific rituals for re-setting your team to be more creative?

The ritual is, “Don’t do something because you’ve done it in the past.” If I ask a question and someone answers, “This is how we did it before,” that’s the wrong answer.  Don’t walk into my office with a problem - walk in with a situation, and some ideas and how we can fix it.  Finally, there’s dialogue; dialogue is crucial, and can save you time versus 10 emails back and forth. I’d rather walk down the hall or pick up the phone.

3. How do you create a culture of innovation?

It’s about getting into the habit of doing things different every time. Process is the same, but the idea generation session is different. For example I prefer to go off-site – places like a YMCA, a tennis club, or a music studio. In the morning we start with, “Here’s how the marketplace has changed.” We throw a hundred ideas against the wall and then funnel them down to five strategic ideas. Take the afternoon off for a recreational activity like renting a boat on a lake.  Sometimes, we’ll do creative teambuilding exercise like writing a song. ‘Banding People Together’ is an excellent example for something completely different (referencing Monty Python, of course).

When we reconvene, we choose one idea and execute on it. The execution has to speak on timeline, costs, and assigning an owner to every stage of the launch. You have to step outside your normal environment, commit, and hope to catch the ride of your life. But you must really focus on what the idea is and how it helps the brand.  I love showing a surf video or a clip from Tommy Boy to motivate the team.  This surf clip is one of my favorites and probably the best big wave I’ve ever seen, especially in a competition.  

4. How are you going to enhance your team’s innovation?

You really have to look six months out, one year out and five years out. What can be done in the short-term? What’s on the horizon for the year? And then five years down the road, just think about the blue sky and the possibilities.

5. Are there specific areas of your culture that you would like to enhance to make your team more innovative?

One thing that has worked is to bring in people from parallel industries.  For example, we may bring in an expert who is “outside their element.” Whether it’s someone who has designed a game interface or designed a cockpit, we bring in experts from different industries that have similar challenges.  When I worked at LendingTree, we worked with our sister company Match.com.  What do mortgages and dating have in common? On the surface not much, but strategically, we both ask people to enter very personal information online – like dating preferences or a social security number. Then we “test, optimize and scale”. Test the idea or innovation, optimize to make it most efficient and then scale it to fit the market need or business need.

Follow Greg on Twitter and be sure to check out his blog posts.
References: linkedin, tivo