Traditional market research reporting can be one-dimensional, limited to presenting study findings as text, numbers, graphs, and charts, often failing to communicate the heart of consumer experience. Video Ethnography is an additional, powerful tool that makes “flat” messages more multi-dimensional and brings research subjects to life. Video Ethnography is akin to documentary storytelling as it enhances observational understanding with its nuances of tone, gaze, and energetic investment. It’s more than audio, visual imaging, or words?video is all of these, presented simultaneously in a visual narrative.
What do women really want? In today's world, the most common response is "women want to have it all." What does it mean to have it all and is this what women really want? What we found was surprising and extremely interesting. Most importantly, we think this information can change the way many businesses think about their female customers.
For the most part, online qualitative methods fall into two camps: Q&A and Activities. With an understanding of the two most typical styles of interaction, you can start to see which recruitment method is best for your online qual study.
For decades, projective techniques have only been available for in-person studies. However, the relatively recent emergence of online platforms for conducting qualitative research has created a fantastic new arena for administering projective exercises via online methods.
Consumers are rapidly embracing technology in every facet of their lives. As a researcher, whether you consider yourself a traditionalist or technologist – no one is immune to admitting that the waters around us have grown. It is time to work in tandem to provide a new lens for which to see consumers.