Behind Closed Doors: Opportunity Identification Through Observational Research (9:00, Re-Run)

Cynthia Webster, Macquarie University, Australia
Richard Seymour, The University of Sydney, Australia
Kate Dallenbach, Victoria University, New Zealand
To thrive in today’s competitive marketplace, businesses constantly need to search for opportunities to develop and be tuned into consumers as innovators. The short film "Behind Closed Doors" incorporates videography with naturalistic observations to expose the creativity, problem solving, and variety seeking behaviors of one family. Trace analysis and usage behaviors are presented in five themes: "Fresh Ideas", "Storage", "Playing", "Repairs" and "Food Combinations". Results exemplify the distinctive ways in which mundane, household products are transformed through novel applications.
[ to cite ]:
Cynthia Webster, Richard Seymour, and Kate Dallenbach (2009) ,"Behind Closed Doors: Opportunity Identification Through Observational Research (9:00, Re-Run)", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 806-807.