MRKT 351 Lecture Notes - Lecture 5: Audience Measurement, Eye Tracking, Electroencephalography
Document Summary
Machine observation: observations made by machines rather than people. Techniques include: traffic counters, physiological measurement device, electroencephalograph, galvanic skin responses, eye tracking, facial action coding service, television audience measurement, portable people meter. The study of human behavior in its natural context, involving observation of behavior and physical setting: ethnographic research involves sending trained observers to watch and interact with consumers in their natural environment. The small data approach lindstrom offers is simple, at least in concept. As a marketer, he says, you should be spending time with real people in their own environments. That, combined with careful observation, can lead to powerful marketing insights. This approach is the human-centric alternative to big data. In each case, one is collecting information to gain insights into behavior, interests, and so on. Lindstrom"s approach relies on a mix of keen observation of small samples and applied intuition.
