Taxis, vans and subways: capturing insights while commuting
Luis Arnalin/situm, Mexico
Roberto Holguinin/situm, United States
LESS TIME, HIGH QUALITY, MORE REAL
In today's business environment, companies require faster knowledge which outpaces the rate at which research organizations can provide. Put simply: the speed of business is often faster than the speed of research, and in trying to cope, the quality of research often declines.
For example, recruiting participants for a focus group session can be a time consuming activity, therefore recruiting “professional” respondents is an unethical but quick (and unfortunately often used) approach. This, for example, filters out...