When it comes to consumer packaged goods there are few better ways to gain insight into the purchasing process than going on an actual shopping trip with the consumer. We use HD video to bring back insights from the field. Our cameras for this purpose are small and non-intrusive and our audio is gathered separately using hidden microphones and small audio recorders. The audio and video is then synchronized back at home base and the videos edited into short clips which we later present in the debrief.
Sometimes it helps to show the team how the findings were actually attained — straight from the consumer’s mouth, so to speak.