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

Dave McCaughan and Vanessa Oshima


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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 resulted in "higher level insight".

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