DiCER: A distributed consumer experience research method for use in public spaces

摘要

This paper presents research into new ways in which organisations can gather field-based consumer insight particularly in public spaces. In an increasingly complex and fast moving business world, there is a need for quicker and more efficient consumer experience research that also provides a wider focus on the situation under investigation as required when studying urban spaces. The paper presents a method called DICER for using large groups of non-specialists (i.e non-ethnographers) to make fieldwork observations working in a transdisciplinary setting with ethnographers and designers. In this method, groups of people are given a small amount of training and provided with support materials that allow them to make and report observations. The method provides a way of harnessing the potential of an organisation's staff for a shared goal of generating useful fieldwork material.