We recommended the use of Civicom FrontRow™ which allowed the researcher-moderator to engage consumers in conversations while simultaneously remotely viewing the respondents’ various in -home air purifier locations in real time as the consumer walked through their home showing the purifier locations through their mobile devices. Front Row™ enabled this researcher to use online mobile qualitative research in a new and effective manner without leaving their desks.
Eight 90-minute interviews were conducted online using the Front Row technology. This unobtrusive methodology enabled consumers to proceed with their lives without the inconvenience of in-home ethnography. What’s more the research moved more quickly and a significantly lesser expense that would have occurred through bringing a camera crew into consumers’ homes.