Mixed Methodologies

The combination of innovative + classical methodologies and/or on-line and off-line activities allows us to get deeper and more complete insights.

Here are some examples of mixed methods:

Netnography + classical qualitative: the analysis of conversations on the web with any possible interactions may help to focus (even with people recruited directly on the web) in a more targeted way the following in-depth analysis with individuals or with groups

Forum + quantitative tests: in the forums (especially when they are 2 or more) it’s possible to introduce quantitative sections for the evaluation of specific aspects

Shopping along + personal interview: the shots taken during the purchase path can then be analyzed and examined in-depth through a classic individual interview

Digital Ethnography + classical qualitative: a first part of research based on the collection of documents done through the elective tools for digital ethnography (smartphone, tablet) can form the basis (pre-task) for a later discussion / in-depth with the classics focus groups or individual interviews both off-line and online