Live blogging from MRIA’s #NetGain8 conference in Toronto. Any errors or stupid jokes are my own.
Self Ethnography-From Push to Pull, Caroline Fletcher, Research Director, Sound Research, Toronto
- why does research get boiled down into boring slides?
- film creates an emotional engagement with research findings
- a 5 to 7 minute can go cross department and cross pollinate, it sings, longer shelf life expectancy, highly efficient
- maybe stop doing one pagers and do a film instead
- people forget to fill out their diaries and fill in all the days at the last minute
- how would you deal with “pretend we’re not here watching you behave”
- provides genuine behaviour without other people watching them, not moments staged for moderator
- respondents feel more relaxed on camera, and offer a little more creativity – homemade slideshows, filming commutes
- people might not open the door to strangers but they will do this
- people might bring you into their thanksgiving day as they carve the turkey or as they receive their letter of being accepted as adoptive parents [damn, that’s making me cry]
- film pain points like putting together ikea furniture, or hooking up the tv [imagine doing a survey “When you were attaching part A to part C, what difficulties did you experience? HA HA HA]
- film allows cultural barriers to be broken, can hear personal private conversations that would never happen with someone outside the culture
- good for documenting journeys where a film crew can’t go, great for pre and post tests, good for focus group conversation
- video is not just to sugar coat a bitter pill