How is my product really used? Who is the real influencer of product purchase?
What's the emotional connection with my product and how does that differ from its function?
Understanding where a product is used such as the work place, home or "on the go" opens up a richness of experiential understanding.
In-Context Research utilizes a series of qualitative research techniques that include home visits, shopping, observing and interviewing individuals (or families) interacting with the product when it would normally be used. Real-time uses and nuances uncover who is driving product purchase and the true emotional connection to the product. The results of In-Context Research can lead to more consumer relevant product design.