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Ethnography & Marketing
 

Ethnography & Marketing

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Doing justice to the people who you wish to market to by listening to them & using ethnographic research methods to do so.

Doing justice to the people who you wish to market to by listening to them & using ethnographic research methods to do so.

Follow me on twitter at http://twitter.com/vincenthofmann

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  • feel priveleged to be allowed to talk about my passion - research\nparticulary under the auspices of Intel, pioneers in the field of ethnographic research\n\n
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  • So meaning isn’t ascribed to experience in a universal manner\nNotions of self, identity and meaning are prescribed by our assumptions & as intel showed are even inherent in our technology - e.g. WiFi, notions of friendship. \n
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  • Traditionally the domain of the academic. \n\n
  • Traditionally the domain of the academic. \nBrand image vs. identity\nThe role of market research is to research a brand’s territo\n\n
  • Identifiy sensititives, constraints, opportunities, \n\n
  • brand image\nRIM didn’t plan for savvy consumers to hack their devices to be used as modems. \n\n\n
  • Yes by becoming legitimate, participants in community. \n
  • Post-consumers, a Naomi Klein and Alex Wipperfurth label.\n\n
  • Redbull\nIron Bru\nMonocle Magazine\nDove\n
  • social input devices, social networks, social exchange mapping,\nrelationship mapping\nReal-time ethnography\n
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  • Identifiy sensititives, constraints, opportunities, \n\n
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Ethnography & Marketing Ethnography & Marketing Presentation Transcript

  • I once tried to teach a class about the Sociological Imagination
  • I was trying to teach people toquestion society & used a well worn Sociological metaphorWhat is coffee’s role in society, discuss?
  • Only 10 of the kids in my class hadthe luxury of having instant coffee available in their homes
  • 10 of the kids had just matriculated from a school which had no classrooms and oftenreceived lessons beneath a tree
  • at least 2 of them were high
  • 1 girl came up to me after the class to ask me for some advice she had been raped the nightbefore and needed someone to talk to
  • “You mean coffee isn’t an important part of your life?” First person design problem.
  • The way we ascribe meaning tosocial artefacts and experience isn’t universal, it’s culture, community and context specific.
  • Ethnographers analyse people todetermine how they make senseout of, & derive meaning from, their world.
  • The job of the ethnographer in business is not to figure out whatpeople think of your organisation’s outputs or your brand identity.
  • Research is used to inform strategyand design and ensure that they’re culturally appropriate and fulfil a need
  • Ethnographers reveal the differencebetween intended use/meaning and actual use/interpretation.
  • Can brands be involved in thecreation of meaning in our lives?
  • Consumers are tired of our movesand can detect our bluffs and bullshit - particularly when we patronise them with the “authenticity” shtick.
  • We need to get close to people, intheir environment so that we don’t stain their community, we create a role for ourselves in it.
  • We need to grab value from the waypeople speak about themselves, as much as they way they don’t.
  • “It’s no longer about beingpositioned it’s about taking a position” Alex Wipperfurth author of ʻBrand Hijackʼ
  • Brands are like the poker playerswho have to buy themselves back in, just to have a bit o’ skin in the game.
  • The Cluetrain Manifesto said companies we’re shit out of luck.Knowledge was king and people had taken the power back fromslow moving stoic organisations.
  • That’s oddThe word ‘Companies’ was used 39 times on cluetrain.com, ‘values’ three times, ‘meaning’ once and ‘context’ didn’t catch the train.
  • For a human-centred approach it didn’t talk much about me
  • Next time you open that strategicdocument I hope you’ll think twice about modelling your market’s world on your own.