Abstract:

The Listening Project, a collaborative immersion project, enabled multiple clients to gain a holistic understanding of their customers. Qualitative data was collected in ethnographic interviews, qualitative online board, diaries, and projective tasks. Clients received an interactive online e-zine, with embedded audio and video, making it accessible to senior marketing teams through to frontline staff. Immersion research meant multiple clients could engage in the project, each addressing their specific issues and revisiting the material through multiple perspectives. And a collaborative approach added value to clients through shared learnings. The paper shows how by immersing themselves in their customer's lives clients have successfully implemented operational and marketing changes.