Decidedly is an award-winning insight and innovation consultancy. We help the world’s most ambitious brands accelerate critical decision-making and develop future-ready products, services and strategies faster. At Decidedly we are constantly pushing the envelope, harnessing the latest technology to innovate our toolkit. And Passive Observation is our newest evolution of ethnography. This tech based enthographic methodology avoids issues of claimed, recalled, unconscious and subjective behaviours. Instead, it reveals granular and accurate details of how people behave and the context within which they do it.
In 2018, we used Passive Observation to help our client Disney go beyond what people say they do and explore what they actually do. Combining GoPro and NestCam technology with in-home interviews and an online survey, enabled Disney to build a full picture of how kids aged 4 – 12 interact with devices, toys and family members in the home, and where the biggest influences are.