Steve August of FocusVision wrote a piece for March’s Admap on the benefits of digital qualitative research. He focussed on the importance of revelatory, or a-ha moments which are only accessible through engaging with consumers through at the point of experience – which researchers can access through mobiles. He then went on to explore this through various case studies. You can access the piece here.
Scott Young, president of Perception Research Services, wrote a piece for the second quarter of 2014’s Market Leader. The piece focusses on shopper research, and the benefit of using eye-tracking to understand shoppers’ in-store perspectives. You can read the article here.