We understand how to research big drama strands – Disney asked Hook to conduct consumer research exploring how The Walking Dead to understand how to build excitement about the show in its final season.
Hook combined a semiotic exploration of the horror genre, with ethnography (going in home to watch episodes of the show with superfans), social listening and social analysis to understand buzz and language used around the show as well as fan workshops.
This combined methodology gave the Disney team a blueprint of how to promote the Walking Dead heading into its final season
