John Habershon
Director, Momentum Research, UK
John Habershon has a broad range of experience in qualitative research, having been at CRAM, Consensus Research International and TNS before setting up Momentum Research. Over the last four years he has been using video filming and editing to bring more visual information into qualitative analysis.
Drawing on work in academic psychology, he has developed a methodology using slow motion and freeze-frame to capture facial expressions in interviews and focus groups. This enables the analyst to detect emotions in respondents which are not expressed verbally and facial expressions of emotions which are too rapid to be observed in real time.
This methodology, response catcher™, which combines verbal and visual information, can be applied to all areas of qualitative research, but is particularly valuable in branding, advertising development and pricing research.
John has a long standing interest in the psychology of emotions, holding a PhD in Social Psychology from Imperial College, London. He is an experienced trainer and workshop convener in qualitative methods.
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