20/20 Research introduces 360 degree video ethnography

The technology is intended to be used for approaches such as in-home ethnographies, shop-along experiences and meal preparation studies. 

"Researchers want to hear and see everything. The more immersed we are in a person’s experience, the more insight we will gain,” said Jim Bryson, president of 20/20 Research.

“If a participant is prepping a meal in their home, you will see the entire space around them. In a supermarket, researchers can view product choice selection and surrounding influences. Ethno360 will capture the complete story of various consumer experiences in richer detail.”

The technology also allows the participants to relive the recorded experience with researchers via 20/20 Research’s real time online interview platform.