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“Behind Closed Doors”: opportunity identification through observational research

“Behind Closed Doors”: opportunity identification through observational research Purpose – To thrive in today's competitive marketplace, businesses constantly need to search for opportunities to develop and be tuned into consumers as innovators. With this in mind, the purpose of this paper is to further understandings of the ways in which consumers transform ordinary products to serve their everyday needs; and broaden appreciation of the role observational research plays in opportunity identification.Design/methodology/approach – A hermeneutic approach to observational research is adopted, incorporating both subjective personal introspection (SPI) and videography to discover one family's unusual usage behaviours.Findings – Analysis, following Holbrook's typology of consumer value, reveals examples of innovative behaviours for the four active consumer value types of efficiency, status, play and ethics, while identification of the reactive value types of aesthetics, esteem, excellence and spirituality proves more difficult.Research limitations/implications – This research suggests alternative approaches for future research into opportunity identification, making use of videography and SPI. Moreover, the current work emphasises that innovation and the creative require consideration of the relational rather than just self‐seeking behaviours, needs or events.Originality/value – This paper illustrates two research methods infrequently used, SPI and videography, positioning both as valuable tools for opportunity identification. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research An International Journal Emerald Publishing

“Behind Closed Doors”: opportunity identification through observational research

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References (62)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1352-2752
DOI
10.1108/13522751011013954
Publisher site
See Article on Publisher Site

Abstract

Purpose – To thrive in today's competitive marketplace, businesses constantly need to search for opportunities to develop and be tuned into consumers as innovators. With this in mind, the purpose of this paper is to further understandings of the ways in which consumers transform ordinary products to serve their everyday needs; and broaden appreciation of the role observational research plays in opportunity identification.Design/methodology/approach – A hermeneutic approach to observational research is adopted, incorporating both subjective personal introspection (SPI) and videography to discover one family's unusual usage behaviours.Findings – Analysis, following Holbrook's typology of consumer value, reveals examples of innovative behaviours for the four active consumer value types of efficiency, status, play and ethics, while identification of the reactive value types of aesthetics, esteem, excellence and spirituality proves more difficult.Research limitations/implications – This research suggests alternative approaches for future research into opportunity identification, making use of videography and SPI. Moreover, the current work emphasises that innovation and the creative require consideration of the relational rather than just self‐seeking behaviours, needs or events.Originality/value – This paper illustrates two research methods infrequently used, SPI and videography, positioning both as valuable tools for opportunity identification.

Journal

Qualitative Market Research An International Journal – Emerald Publishing

Published: Jan 19, 2010

Keywords: Innovation; Video; Consumer behaviour; Marketing opportunities

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