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“For Real!” – Research in Unusual Spaces and Places
The closer Research gets to the people’s lives we wish to understand, the better. Qualitative research is well placed to access the raw emotions, unfiltered reactions, even implicit motives by applying key principles of ethnography and geo-psychology: going to the places and spaces where our participants are feeling, seeing, browsing. Context is king…..!
We share learnings from research executed in situ – in a fashion retailer, in a hotel lobby – on the following aspects:
· Becoming better detectives: how emerging “clues” discovered in situ help us uncover the hidden plot and the key to the marketing mystery
· Getting to Client “aha” moments: capturing atmosphere, details, smell, music, in real-life surroundings
· Tangible outcomes and stakeholder engagement: joining qual research at the hip to operational impact
We also share the challenges of this type of in-situ research: i) recruiting on the spot, ii) logistics & time-challenges, iii) “intruding” into complex employee micro-environments.