Wednesday, 2 November 2011

Consumer Research Part 1

Possible Primary Research Methods:
·         Video surveillance and analysis (2 hour intervals, morning & afternoon)
Pros: more natural behaviour, less invasive, can monitor several participants at once
Cons: Consent, short periods of time to monitor, long videos to watch
·         Participant observation (monitoring particular case studies throughout the day)
Pros: Experience real life situation, can talk to participant about inactivity as well as watch
Cons: Difficult to monitor without becoming invasive, Loss of concentration/retrospective recordings,
·         Consumer to record inactivity throughout day
Pros: Detailed recording
Cons: May affect behaviour, retrospective, false recordings

The best method of recording inactivity within the office is video surveillance.

A few case studies could also be included (day in the life diaries) to record more specific details about inactivity and the kind of activities that are taking place. These could also help us to understand our target consumer and create a consumer profile.  

Also, although video surveillance will be ideal within the office environment, we must also monitor inactivity at home, perhaps an activity diary would be most suitable for this.

Charlotte

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