Abstract:

In an ideal world, we would all be mindful every moment of our lives & keep track of exactly how we feel and what we are thinking. However, about 47% of our waking hours are spent thinking about what isn't going on. Consumer research often relies on mindfulness of moments so as to discuss and elaborate. This presentation is about finding a way to study not just the mindful moments, but also the transient ones, using a hybrid approach. Through a study we did for Google, we will establish a case for marrying mindfulness techniques, big passive data and immersive and longitudinal qualitative techniques to complete the narrative around every single moment.