The Quirk’s Event: Brooklyn Recap

Last week, W5 attended the third annual The Quirk’s Event in Brooklyn. The two-day conference offered inspiring sessions, fruitful networking, and opportunities to learn about and test out some of the newest MR technologies. I must admit, as an anthropologist, sometimes observing the event itself was just as interesting as the sessions!

Here’s a quick recap of some of my favorites:

Knowing the Unknown: How Behavioral Observation Can Answer What Surveys Cannot. As any qualitative researcher knows, there are often vast discrepancies that exist when asking consumers what they do and observing what they do. This isn’t to say there is malicious intent on their part, but often it can be difficult to understand and articulate the nuances of one’s own behavior. In this session, Noldus Information Technology presented several case studies where they used behavioral observation techniques, including some nifty emotion reading technology, to explore the subtleties of consumer behavior. Case studies focused on routine behaviors such as oral care, shaving, and grocery shopping.

Take a look at how W5 approaches observation and ethnography in our white paper, W5 on Ethnography.

It’s Not the Journey. It’s the Experience. An examination of recent consumer journey research for Revlon, this sessions provided a fresh take at how we frame consumer journeys. Rather than focusing on the journey itself, often presented as a funnel from start to finish, consumer-brand relationships remain active across channels and touchpoints. This calls for a less predictable journey that can be thought of as a mosaic of experiences in which brands must always remain “on” and meet consumers where they are, rather than waiting for a specific touchpoint in the journey. This consumer- and experience-first perspective really resonated with me.

For more information on how W5 approaches consumer journey research, check out our white paper, W5 on Consumer Journeys.

From Charts to Infographics: Making Information Actionable for Everyone. As a qualitative researcher, I jumped at every opportunity to learn more about topics outside my expertise, including Dapresy’s session on transforming data into digestible and actionable infographics. A few tips to keep in mind:

  • Tell a story with data, don’t just present it
  • Keep the intended user in mind, including the information they need, how they will use it, and the context
  • Always keep your data in context

For more information on how W5 approaches design driven deliverables, check out our white paper, W5 on Design Driven Deliverables.

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