SDA Flips!

This year, Smith-Dahmer Associates joined throngs of holiday shoppers in purchasing one of the season’s hottest items, the Flip Cam.  However, while most of these compact cameras were used to capture cute moments with pets and skateboard tricks, ours were used to record individuals’ personal grooming routines - shaving, teeth brushing, applying deodorant, you name it. While it sounds weird, it enabled researchers to observe consumers’ behavior over time in a way that did not completely freak them out (can you imagine a team of researchers standing in your bathroom each morning while you got ready for work?). “Flipping” is one more way SDA is using new technology to enhance consumer research.