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Southwark Council: Strength in numbers - Helping a council count the uncountable
MRS Awards, Winner, MRS Awards, December 2013
This article describes research by Southwark Council, the UK local authority, which sought to understand 'hidden populations' in the borough that are missed in counting for the national census.
This article describes research by Southwark Council, the UK local authority, which sought to understand 'hidden populations' in the borough that are missed in counting for the national census. The council was concerned that census information may miss large numbers of migrants, and therefore affect provision and access to council services. Immersive ethnographic techniques were used to access difficult to reach populations. The findings from the research have informed developments in council policy areas such as overcrowding, child protection, and exploitation.
Money Advice Service: Money lives – a behavioural understanding of financial capability
Guy Shone, Vanessa Hill, Oliver Sweet, Suzanne Hall, Ella Fryer-Smith, Katrina Leary, Ivo Vlaev and Anthony Elliot, MRS Awards, Finalist, MRS Awards, December 2013
This article describes how the Money Advice Service, a government agency responsible for increasing financial capability in the UK, used ethnographic research to understand financial behaviours.
This article describes how the Money Advice Service, a government agency responsible for increasing financial capability in the UK, used ethnographic research to understand financial behaviours. This approach was used in order to capture unarticulated financial attitudes and motivations. Motivations and life events that affected financial decisions were analysed, with three life events highlighted: starting out, buying a house, and debt. These findings have contributed to the development of a strategic policy framework for financial capability in the UK.
InterContinental Hotels: Combating the ‘culture of beige’
MRS Awards, Finalist, MRS Awards, December 2013
This article describes how InterContinental Hotels used semiotic and ethnographic research to develop insights about room design.
This article describes how InterContinental Hotels used semiotic and ethnographic research to develop insights about room design. The research helped the company to understand guest priorities in marketing communications, such as cleanliness, and how the rooms were being used. It was found that rooms were in some ways inadequate for guests' needs, leading to the development of a more flexible room design.
Money Advice Service: Improving financial behaviour
Ali Pugh, Luke Perry and Michael Healey, MRS Awards, Finalist, MRS Awards, December 2013
This article explains research by the Money Advice Service, the UK government agency which provides advice for the public, which sought to understand the attitudes towards finances of a defined group of people and how this could be changed.
This article explains research by the Money Advice Service, the UK government agency which provides advice for the public, which sought to understand the attitudes towards finances of a defined group of people and how this could be changed. Focus groups, behavioural diaries, household case studies, customer journeys and further ethnographic methods were used. The insights informed the organisation's strategy at its establishment and continues to be used as a reference point.
What do you do when your world is turned upside down?: Case of applied cultural anthropology to a business problem
Catharine Bauer and Johanna Faigelman, ESOMAR, Qualitative, Valencia, November 2013
This paper describes research undertaken in order to advise a pharmaceutical client on re-entering the market after the withdrawal of a previous medication due to safety concerns.
This paper describes research undertaken in order to advise a pharmaceutical client on re-entering the market after the withdrawal of a previous medication due to safety concerns. The research study uncovered strategic and deeply motivating consumer and physician insights to position the company's new products in order to be successful. As a result of the research the brand and marketing teams had a clear direction as to the strategies that were needed to be in place pre-launch for success. These guided the development of the product label, communication platform messages and tonality, and the brand positioning.
Breaking news from the BBC: Truly global editorial insight that revolutionises
Anne Barnsdale and Lisa Bachmann, ESOMAR, Qualitative, Valencia, November 2013
This paper describes a research project by the BBC World Service which involved developing a digital ethnographic network in order to observe 'real' news consuming behaviour around the world.
This paper describes a research project by the BBC World Service which involved developing a digital ethnographic network in order to observe 'real' news consuming behaviour around the world. The project brings together a multidisciplinary team to understand how technological conditions and political conditions and power structures are shaping behaviour. The team also observes social sharing, attempting to understand what shapes and drives this. Data is gathered through a digital media diary that asks participants to explain their actions as they take them. This method also allows the research team to pose direct questions to participants. In the 12 months it has been running, the project has informed digital innovation and challenged editorial leaders to review their output on news stories as they happen, working across language, theme and organisational boundaries.
Let's go game!: Borders of advantages and gains for gamification compared to in-depth-interviews
Fernando Akira Yagi , Luiz Marcelo Abate de Siqueira and Luzia Celeste Rodrigues, ESOMAR, Qualitative, Valencia, November 2013
This paper addresses gamification versus the traditional qualitative approach. Gamification is normally associated with technological tools and there is little guidance on its use regarding face-to-face qualitative surveys.
This paper addresses gamification versus the traditional qualitative approach. Gamification is normally associated with technological tools and there is little guidance on its use regarding face-to-face qualitative surveys. Techniques and findings of differences between gamification and traditional qualitative approaches are presented to support future decisions on the most appropriate and effective methodology. It is recommended as providing a friendly environment for participants to let down purportedly formal assumptions.
Using the evidence: The benefits of passive data collection and e-memory for qualitative research
Robert Cook, ESOMAR, Qualitative, Valencia, November 2013
This paper describes how advances in research and technology are allowing a deeper and more comprehensive understanding of consumer behaviour.
This paper describes how advances in research and technology are allowing a deeper and more comprehensive understanding of consumer behaviour. Traditional interviewing is heavily reliant on recall and reporting accuracy by the subject. New technology such as wearable lifelogging camera technology allows ethnographic information to be captured passively and over long periods of time. This method captures a more accurate record of behaviour and helps to generate insights for future innovation. An example of how these developments in research were used to analyse how people use their smartphones in various situations is explained.
Marriott International identifies a new kind of travel dynamic
Geoffrey Precourt, Event Reports, IAB MIXX, September 2013
This event report describes ethnographic research by Marriott International, the hotel chain, into how the travel planning process has been changed by technology.
This event report describes ethnographic research by Marriott International, the hotel chain, into how the travel planning process has been changed by technology. The research focused on the role of video in travel planning, finding that video has an emotional appeal to consumers and increases brand credibility. The role of children in planning is also considered, with findings suggesting that children are significant contributors to research and decision making. The research identified three points of difference for Marriott to focus on. 'Co-creation' looks at how the knowledge and research of different family members combines to lead to decisions. Presenting an 'authentic experience' is important as younger generations are highly conscious of details and design in hospitality. Marriott is making its marketing more engaging and authentic by having local hotel managers and staff create video tours. Marketers need to strike a balance between technology that knows what consumers are doing, and allowing for 'serendipitous discovery' that expands people's understanding of what is possible.
Screen Life: How "two-screening" changes our TV viewing
Neil Mortenson and Rob Ellis, ESOMAR, Congress, Istanbul, September 2013
This paper considers the threats and opportunities for television advertising presented by multiscreening.
This paper considers the threats and opportunities for television advertising presented by multiscreening. Researchers adopted a multidisciplinary approach with a heavy reliance on observational research to measure the prevalence of multiscreening, its effect on attention paid to television, and its impact on ad communication. A key learning is that multiscreening reinforced the television relationship and the paper identifies opportunities for new advertising initiatives.
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Ethnography and observation
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Collaboration and co-creation
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Consumer and shopper panels
Eye-tracking and visibility research
Neuroscience and biometric methods
Online market research
Qualiquant, mixed mode
Quantitative data collection
Scanner panels, retail audit
Social listening, real time research
Virtual reality and simulation methods
Qualitative theories and methods
Specific uses of qualitative research
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