5 digital qual techniques to get the ground truth of consumer behaviors

#1 Usage DiariesThese focus on how a consumer interacts with a particular object: a phone, an appliance, food etc. The data capture is around the moment of use — the what, when, where, why and specifics of the use. A diary of a day at an amusement park is a usage diary on how the consumer is using the park.

#2 Spotter DiariesThis is about capturing people’s encounters with things out in the world (brands, categories, advertising, etc), to understand the presence of them in a person’s life in context. An example of a spotter diary would be to have participants post a picture and a description of where they encountered Apple on a given day.

#3 Process/Purchase DiariesThese focus on a single, significant purchase decision that evolves over time. When someone makes a big purchase decision, they go through a process: they do research, talk to their friends, see ads, go to stores. This path unfolds over time, and you need the whole narrative to understand the behaviors.

#4 Behavior DiariesThese are open-ended explorations and focus on a topic. For example, a hair care diary could encompass tools, consumables and going to a salon or barber. The goal is to get the whole picture of consumer behaviors around the topic.

#5 Mini DocumentariesHaving participants create a mini documentary is a great way to capture something about themselves or a specific activity. The documentary is split into three video uploads, keeping things focused and brief. This can be adapted for process and activities, environments, and ‘getting to know you’ activities.

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