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| Methods Deliverables |
Research
Methods and Deliverables : Methods In-Depth Interviewing In-depth interviews are deep, conversational interviews designed to uncover both broad contextual information about participants and detailed information about specific topics. Observation or Shadowing Shadowing involves spending time with participants as they go about their daily lives, observing and interviewing them with respect to the subject under study. Cultural and Media Sweeps Cultural and Media Sweeps are broad studies of media and public displays related to a particular subject, including an inventory of communication materials and a photo essay capturing public imagery and behavior. Video and Photo Documentation Video and photo documentation involves capturing behavior and commentary using video and still images – visual documentation is an integral part of most Context methods. Photo and Video Journals Photo and Video Journals are exercises conducted by the participant, documenting their daily lives using video or still images. They include a combination of daily life moments, rituals related to the topic of study, and metaphorical images to elicit emotions around the topic. Emotional and Behavioral Landscapes For Emotional and Behavioral Landscapes, participants use a diary-like tool (sometimes including a visual prompt) to keep track of their behaviors and feelings over a period of time. Usually these include both general behaviors and feelings, as well as references to specific rituals and events related to the study topic. Emotional and Behavioral Storybooks Emotional and Behavioral Storybooks are participant-led techniques that capture a combination of what people do as they go about their lives, and how they feel about their lives and specific subjects. They include a combination of scrapbooking techniques, photo journaling, and written description. Projective Techniques Projective techniques are often used in a one-on-one interview setting to elicit information about a specific topic. They may include the use of analogies or asking the participants to visually depict their feelings to help articulate their feelings about specific issues. Tours and Inventories Tours and inventories are a good way to collect detailed information about a specific subject, while getting a deeper sense for the participant. Tours may take place in the participant’s home, office, or anywhere else they spend their time. Inventories, often conducted during tours, range from extremely broad (e.g. brands in the home) to very specific (e.g. daily vitamins). Deprivation Exercises Deprivation Exercises involve removing something – a specific behavior, a product, a brand – from a participant’s life for a period of time. The participant documents their behavior and emotions during that time, paying close attention to how their life changes without the item in question. Behavior and Relationship Mapping Exercises Participants create Behavior and Relationship Maps to visually represent the people in their lives or activities related to a specific behavior (often around a decision process). Concept and Product Testing Exercises During Concept and Product Testing Exercises, participants react to product or advertising concepts, providing detailed feedback. These exercises are conducted as a part of a larger study that provides context for their feedback, making it more relevant and useful. Visual Response Exercises Visual Response Exercises use visual stimuli to help participants articulate their feelings or discuss their behaviors around a certain subject. They may be used in an interview setting, or over a period of time as a part of a diary exercise. |
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