Case - Texas Instruments and E-Lab

E-Lab, LLC is a business research and design firm in Chicago that specializes in observing people, identifying patterns in behavior, and developing an understanding of why these patterns exist.15 The company then uses the knowledge that it gains as a framework in the product development process. Texas Instruments (TI) used E-Lab to investigate the mobility, connectivity, and communications needs of law enforcement officers, which led to ideas for a set of computing and communications products. As part of its product development research, TI's Advanced Integrated Systems Department and E-Lab researchers spent 320 hours shadowing police officers in three Texas police departments.

Shadowing involves asking questions while observing. Researchers walked foot patrols, rode in patrol cars, and pedaled with bike patrols. They spent time with crowd control, narcotics, homicide, dispatch, and juvenile teams. They recorded their observations and interviews on paper, digital camera, and video. A number of interesting findings emerged from all this research.

First, police officers are very social, so it was important that any product TI developed should enhance socialization rather than detract from it.

For example, an in-car computing and communications device should be able to access a database that lists names and numbers of experts on the force so officers can call or e-mail the experts directly. Second, police officers are not driven by procedure. That told TI that the procedures for an investigation should reside in the device and that the device should prompt the officer at each step in the process. And third, officers rely on informal information about people and activities on their beats. This information may be kept on scraps of paper, on a spreadsheet back in the office, or in the police officer's head. Business researchers concluded that any device that TI develops should have a place to compile and share informal information.

Questions
1. Identify the research design used by E-Lab.

2. Compare this research design with a survey research design. What advantages, if any, did this research design have over a survey?