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.