Bringing mindfulness into micro moments: Using a marriage of seemingly disparate disciplines of mindfulness, passive big data and immersive qualitative research to overcome a key consumer research challenge

This article argues that traditional research methods cannot cope with the new reality in which brands and consumers connect in somewhat decontextualized micro-moments.

Bringing mindfulness into micro moments: Using a marriage of seemingly disparate disciplines of mindfulness, passive big data and immersive qualitative research to overcome a key consumer research challenge

Jayadevan Ambat, Prithvi Raj, Ravi Dixit and Sushma Panchawati

Introduction

The modern lifestyle has provided consumers with enhanced decision making capabilities that are free of geographical limitations. This access helps them act upon numerous transient moments instantly. However, transient moments cannot be studied using the traditional research methods. This paper is about finding a way to study the meaningful transient moments, using a hybrid approach.

The Context of Moments

"No permanence is...

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