How and When to Use Creative Observational Techniques
Editor's note: On March 29, 2019, 20|20 Research held a webinar on using place-based interviews to uncover deeper insight. Duration 59:29.Â
Fish-alongs, work-alongs, bake-alongs ... oh my! Â
You’re probably familiar with shop-alongs and in-home interviews. After all, these tried-and-true methods have been around a long time. But is there a better way to get closer to your customer? To observe your target audience in-situ in order make critical brand decisions?Â
In this webinar, 20|20 will showcase how and when creative observational techniques can be used to uncover authentic consumer stories for a variety of research objectives. We’ll share examples of studies that have used in-person and digital methods to capture in-the-moment behaviors in unconventional ways, to observe critical decisions when or where they were occurring. Shadowing the customer (literally or digitally) allows us to witness behaviors as they naturally unfold, and reveals subtle and often unconscious nuances, resulting in real insights that would be lost left to self-reporting or recall.
Join us for an engaging presentation of some of the more unorthodox methods available to observe behavior. You will learn new ways to:
- Understand details of a critical process, journey or decision tree.
- Observe compensating behaviors in product use.
- Identify emotional end benefits of products.
- Translate observations into empathy to provide real understanding and ultimately, creative inspiration.Â
- Identify pain points, unmet needs and workarounds.
Presenters:
- Chris Efken, Research Strategist at 20|20 Research.
- Kathy Doyle, Senior Director of Insights at 20|20 Research.