Abstract:

New technology and tools are changing the practice of qualitative market research practice. Powered by the advent of broadband connectivity, social software, digital media and wireless devices, the Social Media Age has given qualitative researchers the means to transverse vast distances and observe the consumer journey in new ways. Similar to Homer's Odyssey, on this new journey (new boats, new sails, new maps, new navigation) we are also embarking on new journeys of immersion - observing and chronicling the people we study.