May 8th

"Using digital qual to shed light on dating violence among teens"

Posted by Abby Leafe in Uncategorized //

It’s always a treat when we get to partner with clients who are doing positive things in the world, and one project we are particularly proud of is our work with the Ad Council, RGA, and the Family Violence Prevention Fund. We used qualitative research with teens at every step in the process to understand how teens are using technology, and where the biggest trouble spots lie. The resulting campaign, That’s Not Cool, has been successful at starting a conversation with teens and promoting the challenges of incorporating technology into what is already a tough time for teens. In reflecting back on this research, which started about a decade ago, I was struck by how much qualitative research technology has changed. At the time, smartphones were just barely a thing, and during one phase of research we actually invited teens to just text us as a makeshift mobile diary. Oh, how life has changed for qualitative researchers! Now there are platforms galore, and our biggest challenge is keeping abreast of which ones are best for which type of project.

The research won an award for Best Paper at the ESOMAR qualitative conference in 2009, and if you’d like to read more about, please go here.

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