Had a little hiatus from blogging, but I’m back with an exciting announcement! We’re launching a new product today. It’s a video research product that sits between the world of focus groups and ethnographies. The core of the product is that companies and agencies have been coming to us with research projects and we tap, on a demographically targeted basis, the appropriate members of our community who film themselves engaging in the behaviors the researchers are interested in & answering questions.
Here are a few examples of how we’ve been using it for JWT, AdAge, the National Retail Federation (NRF), Shop.org and others:
- Below is an embedded video of research supporting JWT and AdAge’s Rise of the Real Mom White Paper
- Client research on morning routines
- Two videos supporting JWT’s AnxietyIndex blog, one focused on general sentiments and the other on the media’s impact on people’s perceptions.
Based on these and other “trial use cases” we believe this is a disruptive technology that can ultimately change how qualitative research is done. In the meantime, we anticipate a lot of experimentation because it’s so affordable that ethnographers can use it as a precursor program to full ethnography studies and agencies can use it to support new client pitches without breaking the bank.
As a last note, I’d like to thank both Mark Truss at JWT and Earl Wilcox at Plannerzone. They both played critical roles in the ideation and evolution of the product. Earl will continue to be involved as an insights resource for clients who want that additional support & Mark we think will become one of the biggest clients of the service!
Here’s a link to our press release on the launch of Kitchen Table Conversations.
2 comments:
I like your approach and wish you well. After conducting and managing formal, costly ethnography studies, I decided to go low-budget and leverage guerilla techniques, placing Flip video cameras in the hands of target audiences and product teams, who then self-posted their clips to private areas of an online video archive service, and coupled with automated audio-to-text extraction to produce their narrations as companion files. I firmly believe that findings obtained through such in-home, at-work, at-store, in-car, etc. A/V studies reveal far deeper insights (not obtainable via other means) and far eclipse insights revealed from analysis of usage metrics.
Thanks for posting Steve. It seems like we've recognized the same opportunity and are both pursuing it....and in pretty complementary ways. hopefully we can find a way to work together in 2010!
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