© AOQ 2026
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What stands between curiosity and discovery, and what makes someone take the leap?
Curiosity doesn't ask for permission. It's the moment something catches your eye, a thought that won't leave your head, an itch to understand. Netflix had built a platform around What Next? But in a world designed to give people more of what they already like, they needed to understand something deeper: what makes someone step toward the unknown rather than stay where it's safe. They had a hypothesis about two kinds of people. AOQ went to find out.
We conducted research across Mexico, the UK, Spain and the US, speaking with highly engaged film and TV watchers selected for their curiosity-driven behaviours across streaming platforms and beyond. Through in-depth interviews, we explored what sparks curiosity, what slows it down, and what finally tips someone into action. Alongside the interviews, we collected digital artefacts capturing how discovery plays out in real life: watchlists, memes, shared recommendations and group chat conversations.
An immersive interactive platform bringing two curiosity mindsets to life through real people and stories. A clear map of the journey from first signal to decisive action. Along with a set of strategic thought starters across three territories: sparking wonder, turning it into discovery, and rewarding the journey so people keep coming back for more.
Netflix
AOQ/033
What Next: A Study On Curiosity
What stands between curiosity and discovery, and what makes someone take the leap?
© Ask One Question 2026
Contact Us
What stands between curiosity and discovery, and what makes someone take the leap?
Curiosity doesn't ask for permission. It's the moment something catches your eye, a thought that won't leave your head, an itch to understand. Netflix had built a platform around What Next? But in a world designed to give people more of what they already like, they needed to understand something deeper: what makes someone step toward the unknown rather than stay where it's safe. They had a hypothesis about two kinds of people. AOQ went to find out.
We conducted research across Mexico, the UK, Spain and the US, speaking with highly engaged film and TV watchers selected for their curiosity-driven behaviours across streaming platforms and beyond. Through in-depth interviews, we explored what sparks curiosity, what slows it down, and what finally tips someone into action. Alongside the interviews, we collected digital artefacts capturing how discovery plays out in real life: watchlists, memes, shared recommendations and group chat conversations.
An immersive interactive platform bringing two curiosity mindsets to life through real people and stories. A clear map of the journey from first signal to decisive action. Along with a set of strategic thought starters across three territories: sparking wonder, turning it into discovery, and rewarding the journey so people keep coming back for more.
Netflix
AOQ/033
What Next: A Study On Curiosity
What stands between curiosity and discovery, and what makes someone take the leap?
© Ask One Question 2026
Contact Us
What stands between curiosity and discovery, and what makes someone take the leap?
Curiosity doesn't ask for permission. It's the moment something catches your eye, a thought that won't leave your head, an itch to understand. Netflix had built a platform around What Next? But in a world designed to give people more of what they already like, they needed to understand something deeper: what makes someone step toward the unknown rather than stay where it's safe. They had a hypothesis about two kinds of people. AOQ went to find out.
We conducted research across Mexico, the UK, Spain and the US, speaking with highly engaged film and TV watchers selected for their curiosity-driven behaviours across streaming platforms and beyond. Through in-depth interviews, we explored what sparks curiosity, what slows it down, and what finally tips someone into action. Alongside the interviews, we collected digital artefacts capturing how discovery plays out in real life: watchlists, memes, shared recommendations and group chat conversations.
An immersive interactive platform bringing two curiosity mindsets to life through real people and stories. A clear map of the journey from first signal to decisive action. Along with a set of strategic thought starters across three territories: sparking wonder, turning it into discovery, and rewarding the journey so people keep coming back for more.
Netflix
AOQ/033
What Next: A Study On Curiosity