Many perceive UX and Qualitative Research as separate entities in the research world. UX and Qualitative Researchers tend to have different backgrounds and perspectives on designing and what they focus on, yet are they mutually exclusive. The two worlds do overlap and can strengthen each other. Learn and share during a discussion with three innovative UX researchers with experience in both the UX and Qualitative Research World.
Researchers are forever looking for newer ways of engaging and understanding consumers. In this paper, I will be discussing how Dramaturgy, a concept borrowed from the study of theatre and introduced to sociology, can be applied in consumer research to gain deeper insights into their life-worlds. Dramaturgy has the potential to be the overarching research philosophy that influences how we collect, analyse and interpret data. Dramaturgy, or the theatric metaphor, has a special connect with people in the Indian subcontinent who have been nurtured on a diet of Bollywood. These films, whose origin lies in India's traditional drama forms (e.g. Yatra) are widely known for their high voltage dramatic contents and emotional impact. People in India are passionate about Bollywood and view it as a consolidation of their everyday lives. This paper celebrates the Indian passion for drama and explores how it can be harnessed and leveraged in consumer research through a case study on women and their multiple identity roles.