Mystery shopping & shopping along

 

Schermata 2014-07-10 a 11.22.38

 

Today, it’s possible to enrich ethnography with new approaches, using hidden camera glasses:

  • Qualitative mystery shopping: the glasses (possibly supplemented or replaced by a not visible microphone) worn by an interviewer as a mysterious client, allow him to grasp in a very realistic way  the interactions with who offers a service/product
  • Shopping along: the glasses worn by the interviewee allow him to see the world “through the eyes of the consumer” and in particular observe the path of his choice during the process of buying a product; everything is spontaneous and without the need of an external observer
  • Ethnography on mobility: the glasses worn by the interviewer allow the ethnographer to stay next to the person and record his activities and reactions in a more simple and direct way