EXPO ANNOUNCES BREAKTHROUGH RESEARCH SERVICE FOR QUICK, COST EFFECTIVE VIDEO ETHNOGRAPHY

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) December 7, 2009 --

December 7, 2009, New York – EXPO (www.expotv.com) announced today the launch of Kitchen Table Conversations, a new user-generated video research service revolutionizing how qualitative research is conducted. Kitchen Table Conversations allows brands and researchers to go in-home with consumers to discover their habits, attitudes, and behaviors more intimately by asking a demographically targeted group of Americans a set of questions and getting back video responses, which are then analyzed for both visual and verbal insights. The tool has most recently been used by Advertising Age and JWT to uncover insights for a recent white paper titled ‘The New Female Consumer: The Rise of the Real Mom.’

“Kitchen Table Conversations provides a new tool to both focus group and ethnography leaders,” said EXPO President Bill Hildebolt. “A qualitative researcher can now conceive of and complete a video ethnography study with 30 or more subjects in two weeks at a fraction of the cost of a much smaller field study.” By ‘peeking inside’ the homes of participants, this video-based research product provides access to participant’s honest opinions in a way that quantitative research techniques simply do not.

See video example of Kitchen Table Conversations in action: http://blog.expotv.com/2009/12/04/expo-launches-kitchen-table-conversations-first-used-by-ad-age-recent-white-paper-on-the-new-female-consumer/

One of the obvious applications for a tool offering this speed and cost efficiency is to support advertising agencies and other vendors making new business pitches to brands and manufacturers. In fact, JWT helped design the product and is a charter client. “For the first time, this tool allows us to look behind the curtain, and watch what people do instead of listen to them telling us what they do,” said Mark Truss, Director of Brand Intelligence at JWT, “and to be able to do this quickly and affordably is an added bonus for our clients, our planners and the new business folks.”

Additionally, EXPO has partnered with Plannerzone of Philadelphia to ensure high quality research insights on every project regardless if brands or clients have qualitative researchers on staff. “Kitchen Table Conversation is potentially the step-change new product that the qualitative research industry has been looking for in the social media era,” said Earl Wilcox, CEO of Plannerzone, “My clients are excited to be among the first to start leveraging this tool.”

To read the full Advertising Age White Paper, go here: http://adage.com/images/random/1109/aa-newfemale-whitepaper.pdf

About EXPO
EXPO is the first video-based community specifically created for consumers to share their unbiased opinions about the products they buy. This fast-growing community has created the world’s largest catalog of consumer insights with over 300,000 video product reviews covering everything from shampoo to cell phones to hybrid cars.