Some call it Ethnographic Research. Some call it hyper qualitative research. But it’s all about getting closer to your users or potential users to “deep dive” and “needfind” to develop a solution to marketing problems. Quantitative research is great – it tells marketers what is going on. But it often overlooks the “why” and the “how” and even other opportunities.
1. Can you give an example of a company doing this type of research?
2. What was the result?
3. What is your opinion of these research techniques?
David Kelly, a pioneer on this research technique, talks below about creativity, and examples on this process and how to drive creativity throughout an organization.
See you next week.