Immersive market research
Emma Macdonald and Hugh WilsonCranfield School of Management
Professor Hugh Wilson and Dr Emma Macdonald describe when and how to use immersive techniques for understanding customers.
Disney, research showed it hadn't considered the needs of blended families
Immersive research techniques allow researchers to capture behaviours, emotions and cognitive perceptions of individuals in context at the moment where the individual experiences them. They are needed when one or more of the following conditions is met.
When you need to understand the customer's use situation. When do customers use our products and services? How do they use them?...