Using the evidence

Date of publication: November 20, 2013

Company: Firefish

Author: Robert Cook


Traditional interviewing is heavily reliant on recall and reporting accuracy by a subject. New technology such as wearable lifelogging camera technology allows ethnographic information to be captured passively and over long periods of time. This passive capture information creates a more pure, detailed and accurate record of what happens in people's lives than has been available to researchers in the past. The exploration and analysis of this new data set creates great opportunities for client innovation against a template of existing behaviour and unmet needs that was previously much more difficult to access and use.

  • PDF
  • This could also be of interest