Fortune of the Commons: Potentializing the power of the collective in research

Sofía Zacarías and Inés Cuevas

Barcel Org, a confectionery and snack food brand, used qualitative ethnographic research to understand eating trends around a popular snack in Mexico to help it market its own snack products.

Preface

To find new answers, we need to create new questions; even more, we need to change the way we ask those questions. Qualitative methodologies are going through a stage where traditional strategies such as in depth interviews, focus groups and participant observation are not enough.

Today more than ever, we need to take advantage of the intelligence of consumers not only as subjects of study, but as creators of realities, uses and barriers for the products, brands and services, and not only as individuals, but as part of groups, collectives and culture.

Introduction: Mexican culture defining salty snack consumption...

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