Video and context: what L'Oréal and Jacobs Douwe Egbert have learned from mobile research
Brian CarruthersWarc
Video
"Video is the new frontier in market research," according to David Kaye, CEO of Kiosk. It's an exciting new tool for researchers, he told an audience at Market Research in the Mobile World, an event held in London in September 2015.
Kaye outlined how L'Oréal, the beauty brand, had made video a central feature of Beauty Strategies, a research project with "an ambitious mobile ethnographic element" as it sought to understand real-life behaviours in the face and hair care categories.
This involved...