Qualitative Research in the 21st Century
To have and have not
Deprivation and the rational-emotional bridge
Marsha E. Williams & J. Alison Bryant
Abstract
This paper presents an in depth look at the effectiveness of deprivation as a research methodology, demonstrating through case study the critical added value that this approach brought to a multiple-method project exploring consumers’ relationship to technology. We will be able to reference some of the deprivation experiences as examples of the power of this methodology to bridge the gap between the rational explanations that traditional approaches tap into, and the emotional (and often subconscious) explanations that are often missed.
Marsha E. Williams
Harvest Research Group, USA
Formerly Senior Vice President, Brand & Consumer Insights, with Nickelodeon and MTV Networks’ Kids & Family Group, Marsha E. Williams is now President and founding partner of Harvest Research Group, a market research and consulting company in the U.S. Marsha brings a great deal of passion and more than 16 years of applied research experience to her new company, which specializes in custom consumer, brand, and category research.
J. Alison Bryant
Nickelodeon, USA
Dr. J. Alison Bryant is Research Director of Brand and Consumer Insights at Nickelodeon, a unit of MTV Networks. She leads Nick’s efforts to understand the digital lives of kids and families, conducting research on a variety of digital platforms (online, console and handheld gaming, interactive television, mobile), and manages research for the magazine group. Her Ph.D. is from the Annenberg School of Communication at the University of Southern California and before joining Nickelodeon she was an assistant professor of Telecommunications at Indiana University. She has published extensively on media, kids and families, including two edited books – The Children's Television Community and Television and the American Family (2nd Ed) – and is currently associate editor for the Journal of Children & Media.
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