The research tools can be used to collect rich visual data whichcan be easily shared amongst project teams, helping to put a human faceon data through real-life stories that teams can relate to and remember. Some of the tools which we use include:

Diary studies

Participants are provided with a disposable camera and formatted diaries which are used to capture data including tasks, thoughts, emotions, print and other media which participants interact with. It is relatively inexpensive to carry out a long-term study and it is easy to share visual data gathered. Though there is a heavy reliance on the motivation of participants to record and submit data. This tool can reveal useful behaviour and trend data which can be further analysed during a follow up interview.

Depth interviews in context

Taking the interview out of the formal focus group environment helps to put participants at ease. Importantly, by carrying out the interview in the home or office environment offers an opportunity for participants to show the interviewer what they are referring to during the interview.

Home and workplace tours

This tool involves mapping different environments the participant lives and works by walking around the participant’s environments, where artefacts are used and stored. Identifying clusters of artefacts and how space is organised in the participant’s home and office environments. This helps to provide information on how participants use and have customised services and products which they use. Digital video cameras, stills cameras and notebooks are used to capture the data. This tool can reveal problems participants encounter with technology and identify potential solutions though it can be time consuming in the collection and analysis of the data.

Network mapping

Provides a visual overview of how people are communicating and interacting with their different social (and professional) networks. Technologies such as Facebook and LinkedIn are allowing people to develop new and reinforce old social and professional networks.

Participant observation and observation (deep hanging out)

Participant observation provides insight into the participant’s motivations, needs both articulated and unarticulated, attitudes, beliefs, patterns of usage, interaction with and consumption of brands, decision making processes and tasks they complete. Researchers participate in and observe the life of participants capturing experiences as and when they occur in their natural environments.Pure observation is based upon observing the behaviour of participants with minimal interaction.The behaviour of participants is captured using notes, still photography and digital video. The data is analysed and forms a very good base for follow up interviews. The ‘visual’ data is easily shared amongst project teams.

Secondary research

Initial desktop research helps to identify wider economic, social and cultural trends.

SMS studies

Participants are given a mobile phone and are sent an SMS on a number of occasions throughout the day and are asked to fill in a preset questionnaire or to take a photograph. This helps to build up temporal and spatial models of how, when and where participants, for example, interact with technology and brands. There is low involvement of a researcher’s time and a large-scale study across a diverse range of participants can be undertaken relatively easily and quickly. The participant must be motivated to fill in the information when requested.

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