The respondents were sent a box of the client’s processed food products to use in meal preparation. Using Civicom Front Row, the respondents were videotaped while preparing a meal using the products provided. In several cases the agency observed the process and sometimes asked questions. In other cases, Civicom Marketing Research Services facilitated the mobile ethnography without the presence of the agency, and provided the video files later.
The content of the interviews provided insights into the personalities of the men while cooking dinner, including what was valuable and important to the agency building a ‘persona’ for developing an advertising campaign. Attention was paid to not only how the food was prepared, but also to the fathers’ interaction with their children, and even what clothing they wore while cooking. All of these findings were used by the agency to create a character that an actor would play in TV ads.
Using mobile ethnography saved vast amounts of money, labor, and travel time while providing a window into the mood and ambiance generated during the food preparation process. Civicom Front Row was the perfect vehicle for collecting this information.