The Wise Choice - White Paper WhitePaper_TheWiseChoice_Pages | Page 27

Primary
Research
Choosing the right distribution method to collect
our data was important. Direct mail, phone and
personal interview were the best options for reach-
ing our audience. A part of our audience would be
young and socially active; therefore, social media,
email invitation, mobile, or an embedded survey
was the way to go.
We also used the A.E.I.O.U. framework as our
observation method. Our process of conducting
and documenting the interviews were as follows:
We gathered materials via ethnographic
methods using notes, photos, videos,
interviews, field observation, etc.
During our field observation, we used
this framework as a lens to observe the
surrounding environment.
The observations were recorded under
the appropriate headings.
We then supplemented direct observa-
tions with photos or videos for a better
retention and understanding of data.
This further would help us in reviewing
and clustering observations to dissemi-
nate higher-level themes and patterns.
WHAT IS A.E.I.O.U. RESEARCH?
“A.E.I.O.U. stands for five
elements to be coded: Activity,
Environment, Interaction,
Object, and User.
It is a heuristic to help interpret
observations gathered by ethno-
graphic practice in industry. Its
two primary functions are to
code data, and to develop build-
ing blocks of models that will
ultimately address the objec-
tives and issues of a client.
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