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The Power of Going Long
Dorrie Paynter (Leapfrog Marketing Research)
We’re used to thinking of 30-minute phone interviews, 1-hour IDIs, 2-hour focus groups and 3-hour ethnographies . . . but in many situations, thinking of ways to interact with your participants over a longer period of time (a week to a few months or longer) will open the door to much deeper, richer, more accurate learning. This presentation will talk about the benefits of longitudinal qualitative studies and provide several real-life examples.
