Incorporating Observation into Research

View our on demand webinar covering the power of observation, how to observe in context with research, and steps to analyze and make meaning from visual data.

The author(s)

  • Victoria Guyatt Head of Healthcare Ethnography, NA
  • Karin O'Neill Vice President, US, Ipsos UU
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In market research there is an assumption that if we ask the right questions, we’ll get some answers, and this will be sufficient to answer our business questions. But simply looking at stated behavior neglects a very important layer of data we use every day, something the research world is slow to catch-up on. Visual data, the things we see people doing, the environments they live in, the interactions between people and groups.

View our on demand webinar covering the power of observation, how to observe in context with research, and steps to analyze and make meaning from visual data.

The author(s)

  • Victoria Guyatt Head of Healthcare Ethnography, NA
  • Karin O'Neill Vice President, US, Ipsos UU

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