The closer Research gets to the people’s lives we wish to understand, the better. Qualitative research is well placed to access the raw emotions, unfiltered reactions, even implicit motives by applying key principles of ethnography and geo-psychology: going to the places and spaces where our participants are feeling, seeing, browsing. Context is king…..! We share learnings from research executed in situ – in a fashion retailer, in a hotel lobby – on the following aspects: · Becoming better detectives: how emerging “clues” discovered in situ help us uncover the hidden plot and the key to the marketing mystery · Getting to Client “aha” moments: capturing atmosphere, details, smell, music, in real-life surroundings · Tangible outcomes and stakeholder engagement: joining qual research at the hip to operational impact We also share the challenges of this type of in-situ research: i) recruiting on the spot, ii) logistics & time-challenges, iii) “intruding” into complex employee micro-environments.”

1. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar
Happy Thinking People, 2016
Edward Appleton,
Nina Keller & Sybille Diegelmann
‘For Real!’
Research in Unusual
Spaces and Places
20 October 2016

2. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar
Happy Thinking People, 2016
SomeGmes, a studio isn’t enough……
“Can’t we get a bit closer?”

3. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar
Happy Thinking People, 2016
Aren’t Mobile Ethnographies OK?
Quicker
Cheaper
More
participants
More
convenient

4. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar
Happy Thinking People, 2016
Mind the Gaps….
“I just like it”

5. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar
Happy Thinking People, 2016
Hotel lobby
Skater hall Fashion store
Some unusual places and spaces
Rap concert
Ice cream parlor
Beauty salon
Co-working space
Basketball court
Kiosk
Shopping mall

6. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar
Happy Thinking People, 2016
“I can’t explain it, it is just a really
nice atmosphere in here!”
Show not tell

7. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar
Happy Thinking People, 2016
“Size 12? We are in Germany, I have no idea what
size 12 is!”
Unexpected discoveries

8. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar
Happy Thinking People, 2016
“I always fresh up immediately
when I go to my hotel room.”
I am poor witness to my own behaviour

9. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar
Happy Thinking People, 2016
“It is really nice that we did the box training
together.
It feels like I already know you for years.”
From researcher to friend

10. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar
Happy Thinking People, 2016
“I know the queues are too long.
We are working on it.” (Client)
A picture says more than…

11. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar
Happy Thinking People, 2016
“I was so relieved that the guys talked
to me at all – and so openly.” (Client)
Blurring roles

12. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar
Happy Thinking People, 2016
“I wasn’t expecMng how depressing it can be
to be a 12 year old boy!” (Client)
GeVng the full picture

13. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar
Happy Thinking People, 2016
AuthenGcity…..can be a stretch….
Logistics
Time challenges
Intruding complex
micro-environments
Recruiting on the spot

14. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar
Happy Thinking People, 2016
… but worth it.
Better detectives
Fired-up participants
‘Aha’ moments for clients
Know exactly what they should do

15. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar
Happy Thinking People, 2016
Ethnography – for real……?!
Embracing the psychology of place
Opening up a brief – without getting lost!
Doing things with participants
Spotting & exploring gaps,
work-arounds, tensions

16. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar
Happy Thinking People, 2016
EMBRACE THE GOOD,
THE BAD AND THE UGLY!
THAT’S LIFE!
THANK YOU!
edward.appleton@happythinkingpeople.com

17. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar
Happy Thinking People, 2016
Q & A
Sue York
NewMR
Edward
Appleton
Happy Thinking People
Sybille
Diegelmann
Nina
Keller