Even when you can’t see the people you are communicating with online, you can pick up on their non-verbal communication cues — if you know what to “listen” for.
The harnessing of smart phone and internet technology among the vast base of ‘below middle class’ households of emerging markets is an acid test of innovation in qualitative research.
Interviews conducted in the usual home ethnographic manner yield surface information. Self-administered video recordings and cell phone pictures, taken by family members, on the other hand, yield amazing insights.
Managing time across cultures and languages is important. Some languages and cultures are faster, others slower. If you design in a “fast” language, you need to allow more time for “slow” languages.
Cultural differences between markets – even when all are predominantly English-speaking – can be large and important for marketing success.
Words matter in qualitative research since the goal is to elicit well-described experiences and emotions, as well as understand the reasons behind actions. This is best done when respondents can communicate in their native language.
Mobile technology is helping transform research projects from stand-alone, project-based studies to a continuous research process.