This is immersive research. Sure, we will do regular focus groups and quantitative studies, but the ethnographic aspect is the key. Ethnographic research is simply trained observation… knowing what to look for in a group of people as well as individuals. Most research never gets the chance to understand the complete context that the chosen subject has in the target’s life… you have them for a couple of hours, they tell you everything they know… and then they go back to their “normal” life.

The power in Project Looking Glass is that we are combining traditional research with long term observation in order to see the total picture of their normal life. We need to make and market products and services for a senior’s normal life… that’s where they live, love and spend.

This entry was posted on Tuesday, July 24th, 2007 at 1:25 pm and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.