Veni vidi vici: methodological synergy!
Neil McPheeNuance Research, United Kingdom
Peter LaybourneNeuroco Ltd and Fathom International Ltd, United Kingdom
INTRODUCTION
Our paper seeks to demonstrate the effects and effectiveness of a synergistic usage of two powerful yet passive research tools: Ethnography and Neuroscience. The one seeks to enter a respondent's world and observe and learn from this immersion and the latter seeks to enter a respondent's mind and do likewise.
In the world of research, it is often impossible for us to invent something new: after all, we are basing most of our approach on extremely well-established routes...