"A quick dip at the iceberg's Tip" - Rapid immersion approaches to understanding emerging markets

Abstract

Remote research' enables the rapid gathering of activity-oriented data using structured data collection frameworks and disposable camera studies to gain a broad understanding of users and their contexts. This photographic data when used for Rapid Immersion workshops acts as a shared visual reference to enable multiple stakeholders with differing viewpoints to work together. Issues get addressed from multiple standpoints leading to rich concept generation, thus creating the potential for a win-win situation, for businesses and their customers. © Springer-Verlag Berlin Heidelberg 2007.