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Ethnography: Understand and Shape Your Brand Experience

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How do customers engage with your brand and your products? You know how they SHOULD, but how do they actually perceive your brand?

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Ethnography: Understand and Shape Your Brand Experience

  1. 1. Ethnography: Understand and Shape Your Brand Experience Ethnography: Understand and Shape Your Brand Experience
  2. 2. Ethnography: Understand and Shape Your Brand Experience Introduction As marketers we are focused on our target audiences, always updating, researching and learning more about how our users interact with our products. We do our research, understand the demographics, create user personas, track user behaviors, and use these datapoints to target each audience segment appropriately. But does this give us the full picture? Ethnography is another tool to understanding, one that is needed to overcome any biases or assumptions. Ethnography is understanding how the end users interact with the product or services being offered, throughout the ENTIRE lifecycle of the product (from aisle to disposal) and using that data to understand how or what to modify.
  3. 3. Ethnography: Understand and Shape Your Brand Experience Introduction Demographics, surveys, psychographic data, behavioral metrics, interviews, focus groups: these all help us to understand our customers. Ethnography is another tool to understanding
  4. 4. Ethnography: Understand and Shape Your Brand Experience Focus Groups, Customer Research, Interviews These techniques are critical in understanding customers, but they each have their limits. It is human nature to want to please, to give the appropriate, “correct” answers. Respondents often forget details or omit information they don’t believe is important. Interpreting responses in these areas can lead to: 1. Misinterpretation 2. Improperly worded answers 3. Concluding that patients lied 4. Limited front end research 5. Incomplete or inaccurate up front assumptions that lead to targeted questions
  5. 5. Ethnography: Understand and Shape Your Brand Experience Focus Groups, Customer Research, Interviews Take a cue from investigators: they perform interviews, research, surveys, but they also always go to the scene. They see for themselves the details that reports and interviews overlooked or didn’t see. They do re-enactments to learn the seemingly minute details of a situation or event. Shadowing or following customers, observing with our products or services allows us to uncovered more details, find more patterns and consistency in uses, issues, or misuses to better help us meet the needs and interests of our customers. You have a great product, it fits a need, but will customers use it?
  6. 6. Ethnography: Understand and Shape Your Brand Experience Qualitative vs. Quantitative Results It’s a simple equation: customers will use what works for them; they will seek out solutions to their needs, that fit within their specific lifestyle, budget, and their preferences. If you provide what they need, and they know about it, you can have great success. Most of our research is based on quantitative results of research. Qualitative results will allow you to better predict and plan for product/service adoption. You have a great product, it fits a need, but will customers use it? Ethnographic research involves observing and asking questions to see how users function with the product/state/service in their daily lives. Without Ethnographic research you could miss a packaging error, a design flaw, or an undisclosed need or unspoken situation.
  7. 7. Ethnography: Understand and Shape Your Brand Experience When a pharmaceutical client interviewed users about how their arthritis affected their lives the overwhelming response was minimally. Upon following a cross-section of the audience they found many ways in which they were adversely affected, but had unknowingly adapted. One case was finding pliers in their cars to help them turn the keys in the ignitions.1 No marketer or focus group question interviewer, writer would have ever dreamed of coming up with a question to get this information. That’s where ethnography fills the gaps and provides the answers. That’s the difference between QUALITATIVE research and QUANTITATIVE research. In the simplest terms, ethnography is understanding your customer. Qualitative vs. Quantitative Results
  8. 8. Ethnography: Understand and Shape Your Brand Experience Summary In the simplest terms, ethnography is understanding your customer. Ethnography is removing yourself and your preconceived notions, assumptions, biases and interpretations to fully see and learn how end users interact with the products, services, and/or processes. It is understanding how they interact with products by observing and discussing their interactions in THEIR environment; providing qualitative analysis, not just quantitative; it’s deep diving into practice vs. theory. Ethnography is another tool at the core of what marketing is all about.
  9. 9. Ethnography: Understand and Shape Your Brand Experience Charter-Marketing.com | info@charter-marketing.com Thank You

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