SRA 2014 - Workshop session: Innovative qualitative methods

The topic of e-cigarettes presents interesting behavioural challenges due to the extent to which it is driven by the unconscious.

SRA Annual Conference, 8 December 2014, British Library, London

‘Changing social research: evolution or revolution?’

Workshop Session: Innovative qualitative methods

‘E-cigarettes: evolution or revolution? Using mobile qualitative to understand smoking rituals’

Emily Fu and Daniel Clay

TNS-BMRB

As researchers, and as humans, we are all too familiar with the fallibilities and vagaries of memory, and the challenge this presents when we are trying to understand – and ultimately influence – behaviour. Memories become increasingly distorted and inaccessible when the behaviours we are trying to access are largely unconscious, automatic and habitual. These are the very behaviours that policy makers...

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