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Abstract

Students of a market research course project at a Swiss university were asked to take a selfie with their respondents as a control method. Students and interviewee perceptions, as well as selfies, were analyzed. The analysis of the students’ perception shows that it is much more positive when the request is well explained. The respondents’ perception appeared to be more positive than the students’, especially when the respondents were younger and reassured on the fact that the photo would remain anonymous. Although many interviewees did not mind having their face clearly identifiable on the photo, most of them preferred to have their face hidden.

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