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Ethnography One Day Workshop
 

Ethnography One Day Workshop

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ethnography, methodology, research, chauncey, zalkin, girlonthestreet, whatwomenmake, user-centric, design, innovation, people-centric, "focus groups", qualitative, trends, knowledge, tribes, ...

ethnography, methodology, research, chauncey, zalkin, girlonthestreet, whatwomenmake, user-centric, design, innovation, people-centric, "focus groups", qualitative, trends, knowledge, tribes, anthropology, cultural

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Ethnography One Day Workshop Ethnography One Day Workshop Presentation Transcript

  • Presenting Ethnography a cultural approach to marketing and development Chauncey Zalkin © 2009
  • What is it? How does it work? Some Examples Now you do it
  • The new core competency is ethnography. Companies use it to gain insights into the culture and behavior of their customers. But the demands of business are different from those of an anthropologist doing field research. The most obvious is speed. – Business Week 6/06
  • an·thro·pol·o·gy / • n. the study of humankind, the comparative study of human societies and cultures and their development Antropología: estudio de los seres humanos desde una perspectiva biológica, social y humanista.
  • Observation
  • And participation
  • Ethnography
  • Both a method and a product
  • What is the difference between ethnography and classic qualitative market research?
  • Ethnographers enter the natural habitat
  • adapting to their surroundings
  • Using an array of story-telling tools
  • they immerse themselves
  • Traditional Focus Groups
  • Verification vs. Discovery
  • What I say What I do
  • What I didn’t know I needed
  • The world is changing so rapidly
  • How can ethnography help us in the business environment?
  • To gain insider information
  • To explore emerging and unmet needs
  • Test developing theory
  • Revise as you go
  • Find out how people live with existing products
  • You never know what you will learn.
  • Stop guessing.
  • So how do we do this?
  • Choose who you want to speak to
  • Find a way in
  • Interviews / Videography / Journaling Accompanied Day-in-the-life purchase And in our case, quickly Observed Product Usage Mystery Shopping Investigation of cultural artifacts Guerrilla/blitzkrieg ethnography Open-ended Cultural studies … ..Other methodologies and parameters
  • Method: observed product usage in private settings
  • Method: observed purchase or mystery shopping
  • Synthesize. & Discover deeper insights.
  • Case study; digital ethnography: Pink
  • Case study; Journal Ethnography: truth®
  • checks and balances
  • Now you be the subject
  • Now lets try it on one of your current challenges
  • THE CHECKLIST Substantive Contribution: Does the piece contribute to our understanding of social-life? Aesthetic Merit: Does this piece succeed aesthetically? Reflexivity: How did the author come to write this text. Was there adequate self-awareness and self-exposure for the reader to make judgments about the point of view? Impact: Does this affect me? Emotionally? Intellectually? Does it move me? Expresses a Reality: Does it seem ‘true’—a credible account of a cultural, social, individual, or communal sense of the ‘real’? -Laurel Richardson, Professor Emeritus Sociology, The Ohio State University
  • Some tips
  • The End