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Mobile ethnography – bridging the gap between actual and reported behaviour

by on February 14, 2012 in Gadgets, Mobile, Nuggets, Research, Retail News

Emma Bennett, Marketing Manager at SPA Future Thinking reports…Our new mobile ethnography methodology bridges the gap between consumers’ actual and reported behaviour.

Be-There is a downloadable app that allows consumers to record their activities via their mobile phone using video, audio, photos, text and barcodes in-situ, without the presence of a researcher.

The methodology allows participants to share their behaviour and motivations on-the-go in a range of multimedia formats and upload content directly to our hosted on-line platform. Posts are tagged, themed and by providing client access, all key parties can interact in real-time through remote moderation, to evaluate the findings.

Specifically, we’ve found Be-There great for understanding:

  • Product and packaging functionality: Via in-home product trials, respondents film product interaction, repeat usage and demonstrate long-term engagement and fit with lifestyle.
  • Shopper behaviour: Shoppers taking photos and filming their experiences, backed up by text comments and barcode scanning, give us another angle to evaluate shopper activity and events, to provide context to behaviour.
  • Advertising and brand awareness: By filming and photographing brands that people like, interact or engage with during shopper journeys, at live events, outdoor and across all media, we can better understand the efficacy of your brand and comms.
  • Customer experience: Through recording key interactions we measure the performance at all customer journey touch points and link these to key drivers.
  • Competitor behaviour: Respondents trial competitor products and store environments to video what they like/ dislike, what works and doesn’t.

Be-There is ideal for small, fast-turnaround projects or longer-term tracking studies, with the flexibility of carrying out studies across multiple locations. Our output is a multimedia visual landscape of your consumers’ world.

In a nutshell, whether used as a standalone study or to enhance more traditional forms of research, it helps us get closer to real consumer behaviour.

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