From the logs of QR code readers
Franck Cochoy, Jan Smolinski · 2017
On consumer markets, a QR code works as an extension of the packaging by providing a variety of additional services and information on company Web apps or websites. Unitag is a French start-up company that offers QR code services through a Web interface on a global scale. QR codes help consumers entering the age of self-marketing where commercial information is not imposed on them, but often requested by them. This provides an unprecedented situation which allows companies immediately to test the performativity of their advertising promises. A few years ago, when QR codes were a complete novelty, methods like quantitative surveys and case studies through experiments with focus groups were appropriate research strategies. QR code reading also helps to revisit the classic opposition between business actors and researchers. Comprehensive socio-log-y is all about experiencing some difficulties and grasping the ambivalent potential of the digital traces.