Abstract:

The increasing popularity of ethnographically-based research can be limiting in some circumstances and categories. To combat this, a new qualitative method has been created. Using latest cell phone technology, a panel of trendsetters were asked to capture their behavior and feelings within the areas of quick service restaurants, snacking and beverage consumption. This paper presents an explanation of how this method works, how data is captured, benefits of using this approach and how it can be applied to provide insightful, powerful connections into the minds and hearts of consumers.