• Every year, On-Site Research conducts a cross-country ethnographic study called Cyber Census. Members of the research team drive an RV across 20 states to track a core group of 150 Americans and their use of and interaction with Web-based and other technology.
• The research shows that people are increasingly looking for a space in the home, most often the kitchen or family room, where they can interact with people and media in both physical and cyber space. They want a highly interactive room that lets them socialize in physical space while using their handheld devices and computers to access their virtual environments.

1. How might this type of research benefit GE, Viking, or Jenn Air?

2. Should qualitative research be undertaken before any actual strategies are developed? Why?

3. What other types of research could have been used to gather this information?