Getting people to talk is key to a successful focus group. Sometimes a simple shift in location or approach can take the dialog to new levels.
Interpreting Consumer Artifacts
Ethnography is about more than consumer interviews and observations. For years the researchers at Consumer Research Associates have been developing consumer insights by asking research participants to record their own beliefs, experiences and opinions through the use of consumer-generated pictures, collages, drawings, diaries or other creative, informal artifacts.
By encouraging this non-verbal communication, the customer insights developed in our research projects allows our findings to take advantage of the benefits of ethnography – getting to know our research participants in their own words and through a variety of different formats and methodologies.