Are they telling us the truth?Market research isn’t really a mystery. Usually, you can pretty much guess what results you’ll get. Sure, there are surprises but more often than not, you can see what’s coming. So to mix things up – and get to “real truth” researchers are now using Ethnography to see if what people report is really what they do.
In a recent article from The Economist, the reporters describe some interesting ethnographic findings that show how telecommunication technology is really being used by people around the world. If you are responsible for products or features, we think you’ll find the article interesting.
At The Lab, we strive to understand the user experience from our kids’ perspective. We aren’t watching them as they do their assignments, but our “diary method” of gathering data gives us interesting insights into their attitudes and behaviors. Most recently, we asked them to tell us about Social Networking with regard to their phone and computer. I bet we can guess what they will say – or can we?
We’ll have those results to share shortly.
(Posted by Chief Alchemist)
Notes from the Teen Lab at Alcatel-Lucent - The Teen Lab is an innovative primary research program focused on soliciting the end-user experiences of kids and technology from all over the globe.
Sparks Lesson: Marketing research is important; quant, qual and the works. But there will still be gaps on the real why people do the things they do. And for this reason, we need to be part of their life. Observe what they do, participate and understand. Like a friend. Brands always talk about being a friend, building a lasting relationship yet when they want to suss someone out, they get a middle person to do the job, they sit behind two-way mirrors, they deduce personalities from numbers. Is that how you make friends? Such an odd advertising world we live in.
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