Kaleidoscope Project
A dive in a MOTO sight of life
Andréa Lima and Paula Luz2dp Inteligência de Consumidor, Brazil
Richardson NelsonMarket Research for Brazil and Latin America South, Motorola, Brazil
INTRODUCTION
As opposed to other qualitative techniques – such as group discussion or in depth interviews, whose concepts, approaches, objectives and limits are fully understood and spread both to clients and to market research players – ethnographic research is still in its initial stage of development and consolidation.
There are several methods to approach the consumer. Those methods designed to meet the growing need to deeply and holistically...