|Author(s): Piyul Mukherjee, Pia Mollback-Verbic
Collection: Qualitative 2011 - Embrace, inspire and celebrate!
Keywords: Semiotic and Cultural Analysis, Ethnographic Research, Mobile /Cell Phone Research , Emerging Markets
ESOMAR Best Paper Award 2011/2012
|PDF version (download)|
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With increasing access to high tech ‘smart phones’ by consumers from the developing world, qualitative research need no longer stay within the rigid confines of twentieth century definitions of in-group homogeneity, focus group interviews, in depth interviews, or even physically present ethnography. Using the example of water, this paper explores the potential of harnessing our end-consumer family members’ ability to use available technology, and presents a live hands-on picture of behaviour and innovations.