Too much reality?
The perils of easy access to hearts, minds and bedrooms

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Author(s): Sangeeta Gupta, Anjali Puri
Collection: Congress 2011 - Impact - Research Reloaded
Keywords: Ethnographic Research, Storytelling

ESOMAR Congress 2011 Award Nominee - Best Paper Overall
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The prevailing celebration of technology-enabled access to “raw” consumer realities is challenged in this presentation. While acknowledging the many benefits that video-ethnography and social media bring (emotional engagement, richness and texture, more impactful storytelling), they have also led to a focus on the anecdotal story, on data rather than analysis, and on micro-reality at the cost of the macro view. Furthermore, to remain relevant researchers must reclaim their role as meaning makers and framers of reality – as interpreters, and not merely cameras.



Date of publication: 18.09.2011
ISBN: 92-831-0253-3
Order Code: 59664-11
Number of pages: 13

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