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Self ethnography MRIA's NET GAIN 8.0 - The Sound Research

Self ethnography MRIA's NET GAIN 8.0 - The Sound Research



Caroline Fletcher, head of our Toronto office recently gave a presentation on self-ethnography and how that can be used for really impactful qualitative research at MRIA's NET GAIN 8.0 conference.

Caroline Fletcher, head of our Toronto office recently gave a presentation on self-ethnography and how that can be used for really impactful qualitative research at MRIA's NET GAIN 8.0 conference.

It was a fantastic presentation, not a dry eye in the house.

A summary of the presentation is here and the video is available for viewing.



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    Self ethnography MRIA's NET GAIN 8.0 - The Sound Research Self ethnography MRIA's NET GAIN 8.0 - The Sound Research Document Transcript

    • THE SOUND RESEARCH INTERNATIONAL REACH BOUTIQUE APPROACH VANCOUVER TORONTO LONDON CHICAGO NEW YORK NEW YORK 2 Tuesday, February 11, 14 The Sound Research. We are an international strategic qualitative research agency with 40 researchers in 5 offices around this world. Our boutique design is ideal for exposing us to different thinking & research methodologies from around the world, and that’s what I’m here to discuss today; how we use self-ethnography, through film and mobile, to uncover deep insights and share them with our clients in truly meaningful and impactful ways
    • SMART AS F*CK & NEVER BORING ‣ EMOTIONAL ENGAGEMENT ‣ LONG-LIFE EXPECTANCY ‣ EFFICIENT 3 Tuesday, February 11, 14 At The Sound, we pride ourselves, actually no, we insist that every project we work on feel ‘Smart as fuck and never boring’. I’m not kidding. This is actually our company mission statement. As many of The Sound researchers have spent time on the client side, we know what it’s like to spend tens of thousands of dollars, months of planning, precious evenings in a facility getting fat eating M&Ms, to end up with a 120-slide research deck that is presented once and then sent to collect dust on a shelf. We believe in making NOISY research. We don’t think that research should look like research and whenever possible, we seek out ways to do things differently. Research, particularly, exploratory research needs to inspire and bring insights to life. Research needs to be more than just a presentation. This is where film and mobile self-ethography comes in. So working alongside our brilliant researchers is a team of equally brilliant filmographers. In fact, nearly 80% of research projects we lead have a film component. Why? We believe that film creates an emotional connection to the research findings, generating engagement within the client organization Film ensures research has a long shelf-life beyond the debrief Film quickly communicates learnings to senior management
    • THE PAST...& LET’S FACE IT, THE PRESENT ‣ CONTEXT ‣ FIRST HAND EXPERIENCE 4 Tuesday, February 11, 14 As qualitative researchers, we want to get as close as we can to consumers’ behaviours, rituals, their relationship with brands and categories, their moments of choice and consumption - and often that means getting out into the ‘real world’, away from the bizzare and unnatural setting of a focus group facility. Because it is in this context that we can best understand their behaviours and reactions to ideas and propositions. But we know that in reality, people don’t always know how they behave, or they can’t remember, or they want people to think they are more sophisticated and urbane than they really are. We know this. So for decades the research industry has been using pre-tasks in which people document their behaviour or keep diaries of their consumption moments. The trouble is, we also know that people stick their pre-task diaries in a drawer and dig them out on the day of the group, frantically trying to remember what they were doing, eating, watching last Wednesday. We know this. We also know that if we really want to inspire our clients to have better ideas, products and brands - we need to give them first-hand experience of real, warts-and-all lives, behaviours and human idiosyncrasies. This is do-able - but it takes time, it takes money, it involves us taking moderators, clients, filmographers and sometimes translators into someone’s kitchen - then asking them to ‘just pretend we’re not there’.
    • & SHOW TELL ‣ GENUINE BEHAVIOUR ‣ CREATIVE EXPRESSION ‣ COST EFFECTIVE ‣ PRE/POST TASKS 5 Tuesday, February 11, 14 Now it is important to note that we still strongly believe in the power and importance of face to face research - we consider these tools as additional strings in our research bow. But by empowering respondents to conduct selfethnography through film or mobile, the research experience becomes tell AND show! We do this by sending respondents a point and shoot flip cam along with a detailed filming guide or they download our mobile app. We might engage them for a weekend, a week, even a 6-month long term and we get an unfiltered view into our respondents ‘real’ lives and their world through their own eyes So why use film and mobile self-ethnography? It provides genuine insight into behavior and life, with the absence of researchers and one-way mirrors Allows respondents to capture the moments as and when they happen, rather than having to ‘stage’ them for the moderator Allows respondents to relax and fully express themselves Allows us to easily, and cost effectively film our consumers across multiple markets when otherwise budgets might limit us to one or two Fantastic pre or post exercise to share together before or following other stages of research, particularly when trying to better understand thinking or reactions to a category or brand
    • it PUTTING it INTO ACTION ‣ PRIVATE MOMENTS ‣ PAIN POINTS ‣ CULTURAL BARRIERS ‣ CATHARSIS 6 Tuesday, February 11, 14 When have we found self-shot film or mobile research to be most insightful? Those times when no person in their right mind would like a researcher and a filmographer into their home eg. early morning, late at night or as we’ve done for one project, capturing the carving of a Thanksgiving turkey To capture a process such as setting up a TV or home-internet to really experience pain points or bottlenecks When religious or cultural barriers might otherwise prevent research. Our Head of London actually used selfethnography and peer to peer interviews with devote young Muslims living in London to understand their feelings towards the 2012 London Olympic games. These are people for whom it would have been very unlikely that they would have agreed to attend a traditional focus group or allow a moderator in their home Lastly, it’s very common for respondents to actually thank us for including them in the research process in such an intimate way. Many find the process to be cathartic and an opportunity for them to really reflect on their life and personal viewpoint. It’s a full-circle research moment. I’m going to show you an example of filmed self-ethnography really coming to life. At The Sound we take on passion projects and in this case we were personally interested in investigating the changing face of modern fatherhood. We armed seven dads in Canada, the US and UK with flip cams for 6 months and the footage they sent back was truly remarkable. As you will see, one of our dads, a gay man, had been going through a complicated court process to adopt his non-biological son...and in a very emotional moment, on camera, he actually opened up the final adoption approval or rejection letter on camera. I find it hard to believe that this would have happened if a researcher had been in the room. The stories that our Dads told us themselves, through their words and their eyes, turned an internal passion piece into a 45-minute documentary that ultimately aired on the CBC this past Father’s Day.
    • THE SOUND WAVE ‣ LIVE EVIDENCE ‣ DOCUMENT JOURNEYS ‣ CO-DISCOVERY ‣ NETWORK The Sound Travel 7 Tuesday, February 11, 14 People love their smartphones. They take them everywhere. I don’t think I have to convince anyone in this room of this. They are naturally predisposed to snapping and capturing the things that happen around them. So we knew that this would give us an opportunity to be there when we couldn’t be there. And similar to film, to see things we wouldn’t otherwise have seen. And - as it turns out - to engage people really deeply with the process itself. So we worked with Revelation to develop The Sound Wave - our own mobile ethnography app. It has helped us do what we do - better. Not just in our ability to capture the sort of stuff I just mentioned, but also in the way we are able to analyse and understand it. How does it work. We push a series of questions and tasks and then participants capture their responses with photos or brief films. Then all the footage is uploaded to a beautiful Pinterest-esque board for our researchers to analyze. When do we recommend putting mobile to work for self-ethnography? When we want to REVIEW EVIDENCE AS IT HAPPENS To document shopper journeys, brand touchpoints, product consumption moments A tool for ‘co-discovery’: researcher and participant review and understand activity - together A mobile-powered social network for sharing ideas and inspiration
    • 8 Tuesday, February 11, 14
    • 9 Tuesday, February 11, 14
    • IT’S NOT ABOUT SUGAR COATING A BITTER PILL 10 Tuesday, February 11, 14 So in summary what we think is really exciting about self-ethnography is that it’s not about taking a tiresome task and making it kinda, sorta more interesting. Instead we feel that engaging consumers with self-shot film and mobile is one most exciting thing to happen in research for a long time. They are additional strings to our research bow, but not the alternative to our face-to-face relationships. It’s the viagra.