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|Author(s): Riki Neill, Sharmila Subramanian, Katherine Gough
Collection: Qualitative 2012 - Informing Strategic Decision Making and Action
Keywords: Ethnographic Research, Market Research Online Communities (MROC)
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An evolved approach to capturing and understanding consumer behaviour that utilises mobile and online tools in one project stream is demonstrated in this presentation. a meta-cognitive approach to self-ethnography that involves training participants to be more self-aware within tasks can result in richer behaviourial data capture and insights that can provide powerful catalysts for the design process. in doing so, this presentation will show how self-aware documentation can be as powerful a research approach as in-situ observation. How this methodology is currently being incorporated into Nokia’s Concept development research process in Consumer intelligence is illustrated, having demonstrated agile, efficient data capture and analysis for user experience development.