Lights, camera, research, action!

Date of publication: November 8, 2012

Abstract:

Even the most innovative qual methodologies tend to follow a similar path brief, fieldwork debrief, with the main consumer interaction being the groups, or ethnography or online community ... this project was different. the qual was only one part of the story the rest involved CNBC viewers, a tv studio, make-up, cameras, news anchors and a day of direct interaction between a business and its consumers.

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