19 Aug 2016

Webinar Recording | The What, When, Why & How of Unobtrusive Observation

Ethnographic market research aims to understand the consumer in her natural environment. Typical ethnographic research requires a skilled interviewer to conduct the research onsite or in the respondent’s home, but a growing trend in market research is to employ a technique known as Unobtrusive Observation, in which the ethnography takes place without the interviewer present. This method allows respondents to act naturally, uncovering deep insights into the motivational drivers of those behaviors.

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Tagged: Market Research, observational ethnography

02 Jun 2016

The Potential of Technology and Observational Research

Can you observe the future?  What about the past?  Can you observe something you haven’t seen?  Watching a movie or reading a book can let our brain contemplate these issues – but not experience it.  So until recently, the answer has been mostly ‘no’.  Observation has always been about what is happening now, and other qualitative techniques have been about “what would you do if....”.

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Tagged: Market Research, observational ethnography

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