Behind closed doors: opportunity identification through observational consumer research

Cynthia Webster, Richard Seymour, Kate Daellenbach

Research output: Non-traditional research outputDigital or Visual products


9 minute film. To thrive in today’s competitive marketplace, businesses constantly need to search for opportunities to develop and be tuned into consumers as innovators. The short film "Behind Closed Doors" incorporates videography with naturalistic observations to expose the creativity, problem solving, and variety seeking behaviors of one family. Trace analysis and usage behaviors are presented in five themes: "Fresh Ideas", "Storage", "Playing", "Repairs" and "Food Combinations". Results exemplify the distinctive ways in which mundane, household products are transformed through novel applications. Directed by: Vivienne Gibson and Cynthia Webster
Original languageEnglish
Place of PublicationSan Francisco
PublisherAssociation for Consumer Research
Size9 page(s)
Publication statusPublished - 2008


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