Video insight

Date of publication: March 1, 1996

Abstract:

Video Insight is a technique which was developed to adapt qualitative research techniques to local cultures in the Middle East. It is believed that this technique does not only offer a higher level of depth, insight and feel for products and consumers, but also enhances the validity of qualitative research. The technique, based on a combination of video shots of Saudi house- holds and group discussions, is described in detail and examples of the results are illustrated.

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