We often say that the limits of mobile video ethnography coincide with the limits of your imagination. At Fabric, our clients are continually discovering new options to capture customer truths. Here are three creative uses of mobile video ethnography that prove the limits are truly endless. Check out the video here.
Mobile video ethnography has redefined qualitative research, providing an effective and credible methodology for gleaning rich consumer insights and creating empathy with customers. For more than 20 years, Fabric founder Tom Bassett has worked in this field with clients across many industries, from software to tech to retail. He’s discovered creative ways that mobile video surveys can reach deeper into the minds and hearts of consumers; it’s market research that simply can’t be captured any other way. Here are 3 creative uses of mobile qual that show the limits are endless.
Mobile video qualitative research is enabling entirely new methodologies that were previously unavailable, pushing through previous boundaries of what research design can consider. And it’s working across many different industries. For example, when Skullcandy needed to test new packaging for their famous line of headphones, their aim was understand 1-on-1 how their target audience felt about prototype packaging, because headphones are not a group buying decision or an occasion where consumers seek sales assistance on the retail floor. By embedding photos of the proposed packaging side by side and in a retail environment, Skullcandy was able to recreate the purchasing decision in the minds of their targets, providing real, unbiased feedback on packaging design and messaging.
In addition, when DINE needed to make a snap decision on whether to introduce a B2B food service brand to consumers, they turned to mobile video surveys. The learning DINE was able to glean from the videos — from consumers’ facial expressions to their comments on the taste profile of the product — provided just what they needed to make the changes necessary to launch their new product successfully.