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...