Adding the sparkle to immersion research: An approach that makes immersion research an actionable reality

This paper observes the new research method of Immersion as a way to provide a context that explains influences and behaviours of consumers, and uses a case study to illustrate this observation.

Adding the sparkle to immersion research: An approach that makes immersion research an actionable reality

Colleen RyanTRA

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Tuning in to the whole of people's lives

Marketing, advertising and research are analytical disciplines, so we segment, target, slice and dice, isolate variables and model correspondence as we focus on finely tuned ideas. Drawing on the principles of good research, we eliminate variables the way a science lab removes contextual influences like extraneous contamination from its test tubes.

But an overwhelming surge of evidence is elevating context in human behaviour to a...

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