Capturing open-ended, video, and scale data would give the team the breadth of insights to feel more confident in their conclusions and recommendations. dscout's platform was a perfect fit.
Diversity—both in terms of participants and approaches—was critical to the team. As such, they leveraged three of dscout's tools: Recruit, Diary, and Live.
After recruiting a group of parents, the team used Diary to probe on a number of media and parenting-related areas: impacts from COVID, general parent approach, to concerns about specific forms of media. Diary was able to support all these research activities in a single project, which streamlined the fieldwork and kept the team organized. The team then selected a smaller sample from the Diary study to participate in 1:1 Live interviews. Together, Diary and Live created a powerful triangulation force, offering the team the opportunity to add context in specific areas and offer the chance for participants to respond and share more.
Ben is the product evangelist at dscout, where he spreads the “good news” of contextual research, helps customers understand how to get the most from dscout, and impersonates everyone in the office. He has a doctorate in communication studies from Arizona State University, studying “nonverbal courtship signals”, a.k.a. flirting. No, he doesn’t have dating advice for you.