Sometimes first-hand studies might be required too. In this case, the researchers (a team from a mobile operating system company and a content provider) were able to examine and interview users about the kinds of mobile multimedia they downloaded and watched. They found confirmation that these users were augmenting their real-time experiences, as was suggested by the mobile TV literature. But the research also found that they were engaged in the routine exchange of files, via BlueTooth, to create similar processes of social bonding that the literature suggests is achieved with SMS and other messaging forms. The researchers found that, beyond this, the exchanging of multimedia files has come to have various social codes associated with it, such as the need for the receiving of a file to be reciprocated by the giving of one, the consequence of which is that there is a kind of ‘economic’ system at work, albeit without money. The researchers came to call the system of exchange they had uncovered ‘trafficking’. The term was chosen for more than simply the trading allusion, however. For the researchers found that the users in question were concerned that the exchange of such materials might infringe digital rights; they were also aware that some of the materials exchanged could be viewed by some people as offensive, even pernicious. This was trafficking then because it was a kind of illicit behaviour and one that might not be ‘good’ for the user. This highlights the potential negative side of the values achieved in these behaviours. The point here is that sensitivity to the values in question was developed through the application of conceptual analysis as well as an empirical study (Stages 1 and 2). With this as a basis, Stage 3, design, was the next step. In this case, the designs that were proposed entailed treating mobile TV not as a way of creating a substitute for traditional TV watching, but as a means for enabling a different set of values to be supported, namely, techniques for allowing people to enrich their real experiences and to create bonds between themselves. More specifically, what was designed was a system whereby users could download segments watched on conventional TVs onto their mobile devices