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Emotion Economy: Ethnography as Corporate Strategy (Kelly Goto at Enterprise UX 2015)

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Kelly Goto: "Emotion Economy: Ethnography as Corporate Strategy"
Enterprise UX 2015 • May 13, 2015 • San Antonio, TX, USA
http://enterpriseux.net

Published in: Design

Emotion Economy: Ethnography as Corporate Strategy (Kelly Goto at Enterprise UX 2015)

  1. 1. Kelly Goto @go2girl #emotioneconomy EMOTION ECONOMY: ETHNOGRAPHY AS CORPORATE STRATEGY
  2. 2. EMOTION ECONOMY Courtesy of Bespoke Innovations
  3. 3. theintentionalmind.com
  4. 4. “I believe that ethnography is so beneficial that it will spread widely, helping firms in every industry truly understand customers and adapt to fast-changing markets.”
 Ken Anderson, Anthropologist, Intel Research theintentionalmind.com
  5. 5. Opportunity Space TIME COMPLEXITY Quantity & complexity of information Ability to deal with quantity & complexity 
 of information Zap Think LLC COMPLEXITY vs. COPING
  6. 6. traditional market research can predict trends and anticipate change TIME COMPLEXITY stable flux Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association state of market simple complex staticdynamic COMPLEXITY vs. COPING
  7. 7. TIME COMPLEXITY Highly complex market & dynamic factors create a cultural flux because all areas are moving simultaneously. Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association stable flux state of market simple complex staticdynamic COMPLEXITY vs. COPING
  8. 8. TIME COMPLEXITY Due to Cultural Flux, probing into ‘Areas of Interest’ reveals opportunities for Innovation. Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association stable flux simple complex staticdynamic CULTURAL / CORPORATE FLUX
  9. 9. Every aspect of the experience including competition for time and attention is in flux. 
 
 New perspectives using ethnography are needed to establish a baseline for strategy in today’s larger organizations. CULTURAL / CORPORATE FLUX Atlas of Economic Prosperity: Atlas Research Foundation
  10. 10. EMOTIONAL EQUITY
  11. 11. Mapping Building Trigger Affection Feeling Emotion Logics Recognition Understanding EMOTIONAL LOGICAL EMOTIONAL EQUITY INPUT Engineering Emotional Values in Product Design by Simon Shutte VALUE=
  12. 12. VIA EMOTIONAL EQUITY ASPIRATION CONNECTION IDENTITY TRUST EASE-OF-USE
  13. 13. MEETS MY NEEDS IT WORKS EMOTIONAL LOGICAL I LOVE IT AWARE (explicit) UNAWARE (implicit)
  14. 14. AWARE (explicit) UNAWARE (implicit) MEETS MY NEEDS EMOTIONAL RATIONAL easy to use simple efficient personalized sharing intuitive comfortable familiar customizable inspiring meaningful portable cool connected reliable I LOVE IT IT WORKS
  15. 15. AWARE (explicit) UNAWARE (implicit) EMOTIONAL RATIONAL simple MEETS MY NEEDS ASPIRATION EASE-OF-USE IDENTITY CONNECTION TRUST
  16. 16. why they do it what people do unaware|implicit|EMOTIONAL a w a r e | e x p l i c i t | LOGICAL FOCUS GROUPS FIELD STUDIES 1:1 INTERVIEWS ONLINE SURVEYS BIG DATA ETHNOGRAPHY
  17. 17. FOCUS GROUPS FIELD STUDIES 1:1 INTERVIEWS ONLINE SURVEYS BIG DATA behavioral|attitude e v a l u a t i v e ETHNOGRAPHYreporting|assumptions g e n e r a t i v e * data stories “thick data”
  18. 18. “Big Data reveals insights with a particular range of data points, while Thick Data reveals the social context of and connections between data points. Big Data delivers numbers; thick data delivers stories.” ! - Tricia Wang, EthnographyMatters.net
  19. 19. RAPID ETHNOGRAPHY
  20. 20. WE DON’T HAVE TIME FOR THIS”
 I believe if they had invested a handful of weeks in rapid ethnography, they would have saved themselves years of misdirected work. - Ellen Isaacs, PARC Ethnographer
  21. 21. RAPID ETHNOGRAPHY Rapid ethnography is characterized by a short cycle of in-depth interviews and observation at key contextual times. Goals are to tell stories and reveal insights. ! ! !
  22. 22. RAPID ETHNOGRAPHY ! • Targeted hypothesis initiated by market research (surveys, analytics, etc.)
 • Representative sample used to observe & create context-focused journey maps and behavioral personas.
 • Collection methods include video ethnography, digital diaries, micro- surveys. ! ! ! !
  23. 23. INTEGRATE INTO CYCLES OF INNOVATION ETHNO PROBING: Utilize rapid ethnography to establish areas of priority and needs. STORYTELLING: Tell stories via video, audio and journey mapping Utilize methods alongside existing data & research, for both evaluative and generative results. INSIGHT STUDIES: Diary Studies over time monitor real-time, ongoing use and retention RAPID ETHNOGRAPHY
  24. 24. ETHNO-PROBING
  25. 25. Image from Pearson Education | gotoresearch ETHNO-PROBING Ethno-probing allows for a representative sample to be explored in depth to reveal insights and new perspectives. ! • N=24; N=36 Remote & In Person In Depth Interviews (IDI’s) used for initial data collection
 • Behavioral segmentation & emotional drivers are created.
 • Insights can be further probed using quantitative methods to validate patterns.
  26. 26. ETHNO-PROBING Ethno-probing allows for a representative sample to be explored in depth to reveal insights and new perspectives. ! • N=24; N=36 Remote & In Person In Depth Interviews (IDI’s) used for initial data collection
 • Behavioral segmentation & emotional drivers are created.
 • Insights can be further probed using quantitative methods to validate patterns.
  27. 27. Image from Fabien Girardin ETHNO-MINING Ethno-mining is a combination of ethnographic methods blended with big data. One method informs the other, using initial probing to provide insights, while using data to probe deeper into patterns and behavior.
  28. 28. Image from Social Interest Group | gotoresearch ETHNO-MINING ! ! • ‘Enterprise Listening’ tools provide large scale patterns based on sentiment on public and social platforms ! • ‘Sentiment Analysis’ gives hints to reaction, attitude and behavior on a large scale. ! • Tools only go so far to reveal the “what” while ethnography digs deeper to reveal the “why.” !
  29. 29. STORYTELLING
  30. 30. VIDEO STORYTELLING
  31. 31. VIDEO ETHNOGRAPHY v v
  32. 32. AUDIO STORYTELLING
  33. 33. BEHAVIORAL JOURNEY MAPPING BoardingPreparing Emotion Behavior Journey Pain point Needs ··· Place Activity Context Garage at HouseHome upsetannoyedhappy dozy embarrassed worriedboring Purchasing New Car Dealership With girlfriend Driving from home to meet a customer Product sales, in a relationship with one child (9 yrs), lives with his girlfriend and daughter in a house in the suburbs. Reyes, Nick (30 yrs). “Frugal Tech” Prepares to leave home Checks Google Maps for arrival time and traffic Finds a car to lease with his partner. They will both share this car Needing to make compromises to stay in budget Likes that leasing allows him to not be too committed to this car Confident that he won’t have any unexpected expenses because of the warranty with the lease An inexpensive and all-in-one car Checks GasBuddy on his phone Brings work samples from the trunk to the back seat of the car Puts personal phone in holder on windshield and his work phone in cup holder Needs one phone at eye level to see GPS A way to check his phones while keeping his eyes on the road and hands on the wheel Retrieves keys, personal phone and work phone from night stand Checks emails and texts on his phone one last time before leaving home Wants to find the cheapest gas station to stop at on the way He wants to have these samples handy when he meets the client Connects personal Android to radio through AUX and starts playing his favorite podcast. He can change the volume using the remote control for his after-market radio that he attached to his steering wheel. Worried about meeting his client on time because he’s running late Needing his car to be versatile so that it looks nice for customers but is also a practical car for his family Needs his car to know where to find the cheapest gas along his route Finding the samples he wants in his trunk A better organization system for his trunk Behavioral Journey Mapping allows for key segment journeys to be documented, allowing it to scale across multiple demographic and psychographic profiles.
  34. 34. INSIGHT STUDIES
  35. 35. Much of consumer behavior involves everyday routines and practices that consumers do not actively think about. ! And when asked, they do not necessarily come to talk about — or do not even know how to talk about— these routines and patterns. Interpretive Marketing Research: Using Ethnography In Strategic Market Development Johanna Moisander
  36. 36. INSIGHT STUDIES Mixed methods of research are used to gain a variety of perspectives with studies lasting from 3-wks to 3-mos. ! • In-Depth Contextual or Remote Interviews are conducted at the start and finish of the study. ! • Ongoing Diary Studies gather self- reported activities and moderated prompts. ! • Weekly remote interviews follow up on self-reporting. ! Insight Reviews every few weeks bring the product or marketing team in real- time.
  37. 37. Ongoing usage is mapped back to experience, highlighting issues, behavior and a quantitative view of the overall experience. ! • These methods are scalable and applicable to multiple development cycles. ! • An ongoing panel can be created to track more than on boarding and customer service on a quant level. INSIGHT STUDIES
  38. 38. PRODUCT MENTALITYSTRATEGY & CULTURE
  39. 39. TRADITIONAL silo’d organzation
  40. 40. PROGRESSIVE experience driven UXUX UX UX
  41. 41. FROM ! Siloed Thinking ! Engineering / Spec-Driven ! Marketing Mindset ! Error Correction (i.e. blame) ! Set Timeframe & Launch Date Marketing Knows the Customer Data-Driven MATCH STRATEGY & CULTURE TO ! Collaborative Cross-Functional Teams ! Experience | Ease-of-Use-Driven ! Product Mindset ! Iterative Cycles Naturally Improve ! “Lean” » Adaptable Process ! Continuous Real-Time Feedback ! Story-Driven
  42. 42. “At its core, all business is about making bets on human behavior.” - Wall Street Journal, March 2014
 Christian Madsbjerg and Mikkel B. Rasmussen
  43. 43. Emotion is the new brand value. It cannot be bought, it is earned through trust over time. If you are not meeting actual needs, your product will fail. ! - Emotion Economy, Kelly Goto
  44. 44. Ethos, or the ethical appeal, means to convince an audience of the author’s credibility or character. [TRUST] Pathos, or the emotional appeal, means to persuade an audience by appealing to their emotions. [EMOTION] Logos, or the appeal to logic, means to convince an audience by use of logic or reason. [LOGIC] www.phlegyas.com aristotle circa
  45. 45. BEYOND USABLE
  46. 46. BEYOND USABLE
  47. 47. THANK YOU! Kelly Goto @go2girl kelly@gotomedia.com kelly@gotoresearch.com

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