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Mobile ethnography – bridging the gap between actual and reported behaviour
Fully understanding interaction with and reactions to new health and personal care products and packaging is a fundamental part of product testing within NPD.
Gaining insight into the lives of consumers and how they engage with new product and packaging ideas both within the home and on the go has previously only been accessible via costly usage and attitude studies. Whilst costly, it can truly help to understand key questions such as:
- What are respondents’ initial reactions to the packaging / product?
- How easy was it to open / use the product?
- How would respondents describe their experiences of using the packaging / administering the product?
- How was it used? Where? When? And by whom?
- Understanding competitor products, packaging and brands
However, there is now an alternative to traditional behavioural research techniques. Our new mobile ethnography methodology bridges the gap between consumers’ actual and reported behaviour. Called Be-There, it’s a downloadable app that allows consumers to record their activities via their mobile phone using video, audio, photos, text and barcodes in-situ, without the presence of a researcher.
The methodology allows participants to share their behaviour and motivations on-the-go in a range of multimedia formats and upload content directly to our hosted on-line platform. Posts are tagged, themed and by providing client access, all key parties can interact in real-time through remote moderation, to evaluate the findings.
Be-There is ideal for small, fast-turnaround projects or longer-term tracking studies, with the flexibility of carrying out studies across multiple locations. Our output is a multimedia visual landscape of your consumers’ world.
In a nutshell, whether used as a standalone study or to enhance more traditional forms of research, it helps us get closer to real consumer behaviour.