Recent scientific research has provided further evidence of the importance of rituals, proving that food actually tastes better when it’s part of a ritual.
By spending time establishing rapport, giving participants the confidence to speak about issues that are top of mind and allowing the conversation to flow rather than moving on to the next scheduled task on the discussion guide, it is possible to uncover a whole host of issues that would have been buried by asking a rational question like ‘what’s important to you’.
What I found most interesting were the reasons behind the social-media only format. While some of it came down to budget it was also the best way to connect with their primary target audience of 14-25 year olds who are travelling on their own and think they’re immortal.
Our government clients are similar to commercial clients in that they too need to do everything cheaper and faster. They are also aware of that ‘new fangled’ thing called the internet, and they know that people now have 100’s of friends and followers whose profile pictures they see on a daily basis, and who they converse with in 140 characters or less.
If you are considering including mobile as a medium for data collection you need to ensure there is a benefit for the participant (be it easier, interesting, social or just fun).