14. 13 Revealing Insights for Clear Decisions Unstated Needs
Tell More of the Story UNSTATED NEED I want familiarity, ease of
use, high quality, choice of apps, etc. Source:
http://www.phonesreview.co.uk/wp-content/phoneimages/2011/03/ipadcar.jpg
STATED NEED Can you just build an iPad into my dashboard?
15. 14 Revealing Insights for Clear Decisions Digital
Ethnography Super Human Capabilities Arent we already doing
everything humanly possible? Digital ethnography improves whats
humanly possible researchers that are better, faster and more
detailed.
16. 15 Revealing Insights for Clear Decisions Digital
Ethnography is Research Innovation Digital Improves Whats Humanly
Possible Sensors can collect far more details than a human. Machine
vision can distill video into relevant clips. Technology Adds
Context Capture more data details before, during and after
activity. Allows researcher to focus on interpreting consumer
behavior and identifying unmet needs. Useful In Environments Where
Human Researcher Would Be In The Way Retail, home, work, etc. Big
thought.