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‘For	Real!’	Research	in	Unusual	Spaces	and	Places	–	NewMR	Webinar	
Happy	Thinking	People,	2016	
Edward	Appleton,		
Nina	Ke...
‘For	Real!’	Research	in	Unusual	Spaces	and	Places	–	NewMR	Webinar	
Happy	Thinking	People,	2016	
SomeGmes,	a	studio	isn’t	e...
‘For	Real!’	Research	in	Unusual	Spaces	and	Places	–	NewMR	Webinar	
Happy	Thinking	People,	2016	
Aren’t	Mobile	Ethnographie...
‘For	Real!’	Research	in	Unusual	Spaces	and	Places	–	NewMR	Webinar	
Happy	Thinking	People,	2016	
Mind	the	Gaps….	
“I	just	l...
‘For	Real!’	Research	in	Unusual	Spaces	and	Places	–	NewMR	Webinar	
Happy	Thinking	People,	2016	
Hotel	lobby	
Skater	hall	F...
‘For	Real!’	Research	in	Unusual	Spaces	and	Places	–	NewMR	Webinar	
Happy	Thinking	People,	2016	
“I	can’t	explain	it,	it	is...
‘For	Real!’	Research	in	Unusual	Spaces	and	Places	–	NewMR	Webinar	
Happy	Thinking	People,	2016	
“Size	12?	We	are	in	German...
‘For	Real!’	Research	in	Unusual	Spaces	and	Places	–	NewMR	Webinar	
Happy	Thinking	People,	2016	
“I	always	fresh	up	immedia...
‘For	Real!’	Research	in	Unusual	Spaces	and	Places	–	NewMR	Webinar	
Happy	Thinking	People,	2016	
“It	is	really	nice	that	we...
‘For	Real!’	Research	in	Unusual	Spaces	and	Places	–	NewMR	Webinar	
Happy	Thinking	People,	2016	
“I	know	the	queues	are	too...
‘For	Real!’	Research	in	Unusual	Spaces	and	Places	–	NewMR	Webinar	
Happy	Thinking	People,	2016	
“I	was	so	relieved	that	th...
‘For	Real!’	Research	in	Unusual	Spaces	and	Places	–	NewMR	Webinar	
Happy	Thinking	People,	2016	
“I	wasn’t	expecMng	how	dep...
‘For	Real!’	Research	in	Unusual	Spaces	and	Places	–	NewMR	Webinar	
Happy	Thinking	People,	2016	
AuthenGcity…..can	be	a	str...
‘For	Real!’	Research	in	Unusual	Spaces	and	Places	–	NewMR	Webinar	
Happy	Thinking	People,	2016	
…	but	worth	it.	
Better de...
‘For	Real!’	Research	in	Unusual	Spaces	and	Places	–	NewMR	Webinar	
Happy	Thinking	People,	2016	
Ethnography	–	for	real……?!...
‘For	Real!’	Research	in	Unusual	Spaces	and	Places	–	NewMR	Webinar	
Happy	Thinking	People,	2016	
EMBRACE THE GOOD,
THE BAD ...
‘For	Real!’	Research	in	Unusual	Spaces	and	Places	–	NewMR	Webinar	
Happy	Thinking	People,	2016	
Q	&	A	
Sue	York	
NewMR	
Ed...
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Edward Appleton, Sybille Diegelmann, Nina Keller, Skills For A NewMR World 2016

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.”

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Edward Appleton, Sybille Diegelmann, Nina Keller, Skills For A NewMR World 2016

  1. 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. 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. 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. 4. ‘For Real!’ Research in Unusual Spaces and Places – NewMR Webinar Happy Thinking People, 2016 Mind the Gaps…. “I just like it”
  5. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

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