New York – EXPO (http://www.expotv.com)
“Kitchen Table Conversations provides a new tool to both focus group and ethnography leaders,” said EXPO President Bill Hildebolt. “A qualitative researcher can now conceive of and complete a video ethnography study with 30 or more subjects in two weeks at a fraction of the cost of a much smaller field study.” By ‘peeking inside’ the homes of participants, this video-based research product provides access to participant’
See video example of Kitchen Table Conversations in action: http://blog.expotv.com/
One of the obvious applications for a tool offering this speed and cost efficiency is to support advertising agencies and other vendors making new business pitches to brands and manufacturers. In fact, JWT helped design the product and is a charter client. “For the first time, this tool allows us to look behind the curtain, and watch what people do instead of listen to them telling us what they do,” said Mark Truss, Director of Brand Intelligence at JWT, “and to be able to do this quickly and affordably is an added bonus for our clients, our planners and the new business folks.”
Additionally, EXPO has partnered with Plannerzone of Philadelphia to ensure high quality research insights on every project regardless if brands or clients have qualitative researchers on staff. “Kitchen Table Conversation is potentially the step-change new product that the qualitative research industry has been looking for in the social media era,” said Earl Wilcox, CEO of Plannerzone, “My clients are excited to be among the first to start leveraging this tool.”
To read the full Advertising Age White Paper, click here: http://adage.com/
About EXPO
EXPO is the first video-based community specifically created for consumers to share their unbiased opinions about the products they buy. This fast-growing community has created the world’s largest catalog of consumer insights with over 300,000 video product reviews covering everything from shampoo to cell phones to hybrid cars. EXPO provides marketers with a platform to safely navigate the new world of social media by engaging with consumers in an authentic conversation. EXPO’s videos have been viewed over 30 million times and are available at www.expotv.com, retail websites, YouTube, Facebook, manufacturer sites and other consumer research destinations.
