Wearables: Putting the X Factor back into qualitative research

Using a case study from ITV, the UK broadcaster, this paper explains how research using high quality audio-visual footage captured from a participants' perspective - using wearable technology - can answer client questions and generate insight.

Wearables: Putting the X Factor back into qualitative research

Mat Watson, Mark Fathalla, Konrad Collao and Alex Charlton ITV and Craft, United Kingdom.

Introduction

This paper showcases how a pioneering research technique was used to answer questions arising from new TV broadcaster, consumer and brand behaviours. By harnessing emergent trends in the worlds of research and technology, client and agency were able to reach parts other techniques previously could not. Specifically the paper shows how wearable glasses that capture high quality AV footage from a participant's perspective can add unique value, and the...

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