Qualitative Research in the 21st Century
Taxis, vans and subways
Capturing insights while commuting
Luis Arnal & Roberto Holguin
Abstract
In today’s business environment, companies require faster knowledge which outpaces the rate at which research organizations can provide. This places tremendous pressure to think of new ways to understand customers during their busy lives while maintaining the rigorous science behind qualitative research methods. Faced with this challenge, we will present new ways to conduct qualitative research by using public transportation, specifically taxis, subways and vans.
Luis Arnal
In/situm, Mexico
Luis has more than fifteen years of experience as anethnographic researcher and innovation consultant. Previous to in/situm, Luis worked for IconMedialab and DiamondCluster in Barcelona, Spain and for Doblin Group and E-Lab in Chicago, US.
During his professional career, he has been involved in user-centered innovation projects for a variety of industries: Automotive, consumer goods, food and beverage, technology, telecom, finance and pharma.
Luis has a Master’s degree in Design planning from Illinois Institute of Technology in Chicago, USA and is often an invited professor to several universities in Spain, Sweden, and Mexico.
Roberto Holguin
Director of Research, in/situm, USA
Roberto has spent a considerable part of his time in the application of new research methods for the development of new products and services. He is currently a PhD candidate from the Institute of Design and also holds a master degree in human centered communication design from the same institution.
Roberto has a wide range of professional experience in both consulting, academia and corporate roles. He has been involved in product planning and interaction design with a special focus on using ethnographic methodologies for design of brands, products and services.
Roberto is currently Director of Research at in/situm (USA).
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