Real environments: video ethnography for true understanding
Kunal Sinha and Prashant RamachandranOgilvy and Mather, Singapore
With the rapid transformation of culture around us, enabled and catalyzed by technology adoption, people are getting harder to understand. While much has been written about shifts in the way people consume cultural content – from a 'push' to a 'pull' model, from monologue to conversation, from mass to niche channels – much less has been made of corresponding shifts in the way we express ourselves, and what that means for research.
The fact is, people in Asia (as across the...