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Cultural Probing
A qualitative research method that uses artifacts, such as diaries, cameras, or sketchbooks, given to participants to document their experiences, providing rich, contextual insights.
Implications
A qualitative research technique used to explore the deep-seated cultural norms, values, and behaviors of a target audience, often through immersive methods like interviews, observations, and participatory activities.
Example
Example: A global brand conducts cultural probing in emerging markets to understand local consumer behaviors and preferences, using these insights to tailor its marketing strategies.
Related Terms
Different from focus groups, which are more structured and controlled, cultural probing involves more open-ended and exploratory methods to uncover cultural insights.
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