Less is more: Being deprived often brings out the best - the added value of deprivation techniques in research

Dave McCaughan and Vanessa Oshima

This paper argues that deprivation studies - where a product is taken away from a participant - is the best way to understand true feelings and behaviours.

Less is more: Being deprived often brings out the best - the added value of deprivation techniques in research

Dave McCaughan and Vanessa Oshima

View the presentation deck for this paper

Introduction

This paper uses the experiences of various traditional methodologies that have used a form of deprivation to more deeply connect with people's true feelings and behaviors. The paper introduces how deprivation was used in the "standard tool box" techniques of Collages, in-depth interviews, Focus Groups, and Usage and Attitude. Each technique's deprivation twist is explained and backed up with case study examples showing how the approach...

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