Total Credits:
1 Advance Credits
- Average Rating:
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Not yet rated
- Categories:
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Moderating/Facilitation |
Research Design
- Duration:
- 58 Minutes
- Format:
- Audio and Video
- Short Description:
- How can a brand gain greater access to their consumers and achieve front-row seats into their lives? Imagine an opportunity to wake up with the consumer and be part of their day from the moment they rise until they go to bed; a way to experience in real-time the influences and circumstances that shape consumer decision-making at every touchpoint during the day. WhatsApp has become a preferred form of communication in emerging markets. It is familiar, easily affordable, and accessible (compared to other research platforms). This presentation will demonstrate how one can use WhatsApp as a multidimensional but non-intrusive lens into consumer lives through the use of text, audio, and video connections. The methodology can be leveraged as a continuous ethnography throughout the day. It can give us access to every step in their experience and moments of influence.
- Non-Member Price:
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$50.00
- Price with Discount:
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$0.00
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