SPARK has integrated mobile into its ethnographic practices by creating our own smartphone app called LookLook™. It allows people to show us their behavior, whether they are shopping, consuming, or socializing - real time. LookLook™ allows us to chat one-on-one with people and exchange visuals, creating a very rich set of data and observations.
In addition to being an extremely affordable way to conduct qualitative research, we are finding that a very unique honesty and transparency comes through with LookLook™ participants. It is charmingly voyeuristic for us and for our clients. Participants love it because it fits right into their life and is fun to use.
We are using LookLook™ with people all over the world to understand everything from snacking habits and shopping dynamics... to taking inventory of beauty products and shoe closets.
LookLook™ is a quick and insightful way to get feedback on concepts, package designs, creative ideas and language. It avoids "groupthink" and allows detailed probing on an individual basis.
The output from LookLook™ is a visual set of narratives from each consumer that SPARK translates into a detailed report with actionable, innovative recommendations.