SPA Future Thinking has launched a second ethnographic tool, See-Me, designed to link and understand consumer attitudes to their actual behaviour.
See-Me provides an uninterrupted and unedited visual narrative of consumer life by tracking where respondents go, what they do and what they are exposed to through a range of different cameras, suitable to the task, be it video, motion sensor or fish-eye camera. Cameras can also be used in situ to understand everything from product interaction to in-depth consumer lifestyle.
The cameras unobtrusive nature allows consumers to carry on with their everyday activities without interference and importantly without an interviewer being present.
Footage from the camera is used as stimulus during a face to face session to establish participants’ thoughts and motivations to the activities captured on camera. These are distilled into key insights and a summary multimedia output created.
Complementing Be-There, our mobile ethnographic smartphone app, launched earlier this year, both tools use new technology created to work alongside traditional research methods to help bridge the gap between a consumer’s actual behaviour and reported behaviour.
Jon Priest, CEO at SPA Future Thinking comments. “See-Me is the second mobile ethnographic product to be developed by our Quantum Lab team.
Research participants are often unable to recall everything they do with complete accuracy and it’s the accuracy and small details we want to allow us to fully understand real behaviour. See-Me allow us to bridge the gap between actual and recalled behaviour.”
Contact
John Whittaker, SPA Future Thinking: 01865 336 400, john.whittaker@spafuturethinking.com
SPA Future Thinking was formed by a merger in September 2010 and expanded further with the acquisitions of Munro Group in April 2011 and Essential Research in September 2011. It is a leading, independent market research powerhouse with a turnover of approximately £20 million and offices in the UK, France and Italy. SPA Future Thinking’s expertise in cutting through data to present user-friendly findings enables it to identify the insights critical to growing businesses and ensuring success.
SPA Future Thinking is consistently rated by its clients amongst the best for client satisfaction. Specialist areas include media and technology, shopper insight, concept, product and packaging development, customer satisfaction, kids, education, and employee satisfaction.