Non-traditional Qualitative
I used to count the number of people I've interviewed over time but when I got to 40,000 women I stopped counting. This number might seem like "small data" compared to the big data and analytics also at play but I would argue they are the main ingredient of strong strategy.
Sample Methodologies
Ethnography and Selfnography
Talk show style Consumer Panels
Mirror-free Group Sessions
360 Interviews (friends, family, caregivers, employer)
One on Ones with experts, doctors, thought leaders
Expert Salons
Mobile ethnography
Ask me about the time...
When I deprived women of chocolate for a long weekend to understand the DNA of a craving
When I brought 20 strangers together to talk about some serious "down there" topics
When I challenged fans to imagine the end of South Park
When I made a creative team fall in love with their consumers for the first time