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Brief Intro to Digital Anthropology for Consumer Insights

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This is a presentation I gave to the New York Anthropology Tech group. It's meant for presenting so there isn't a lot of words on the slides, but it's a good general framework.

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Brief Intro to Digital Anthropology for Consumer Insights

  1. 1. Digital Anthropology For Consumer Research
  2. 2. ① Digital Anthropology ② A bit about me ③ How I use it ④ How you can use it
  3. 3. Digital Anthropology is…
  4. 4. Digital Anthropology is… • The study of the relationship between humans and digital era technology • Understanding how online and offline worlds interact • Taking a digital approach to anthropology in general Source: Wikipedia
  5. 5. Digital Anthropology in consumer research is… • Online communities, digital and mobile ethnographies, virtual focus groups and social listening and more… …to examine consumer attitude and behavior patterns
  6. 6. WHY… DIGITAL ANTHROPOLOGY
  7. 7. Consumers today lead digital lives.
  8. 8. You can use digital techniques to get closer to them in their natural habitat…
  9. 9. Digital offers the capability to capture user experience within the context of the experience itself.
  10. 10. EASILY… • Engage an audience anywhere in the world • Conduct in the moment research • Study people over a longer period of time • Allow time for thoughtful responses • Study sensitive topics • and more!
  11. 11. About me…
  12. 12. Where I started • Masters Degree in Online Communities from USC • Trained as an applied ethnographer • Began building a digital research toolbox
  13. 13. Where I am today IMPACT LAB
  14. 14. How I use it
  15. 15. How do I do that? Online Communities Mobile Safaris Social Listening Facebook Stalking Digital Ethnographies Online Focus Groups Facebook Scraping ETC
  16. 16. Online Communities
  17. 17. Mobile Safaris
  18. 18. Social Listening
  19. 19. Facebook Stalking
  20. 20. Digital Ethnographies
  21. 21. Online Focus Groups
  22. 22. Facebook Scraping
  23. 23. How you can use it
  24. 24. EXAMPLE Business question: How can we build a better dating site for women Goal: Explore female attitudes and behaviors around online dating Method: Conduct a two week online community of 30 women to first explore their preferences, then develop ideas based on first week finding to test in week 2. How to do it: • Find a community platform • Determine and recruit your audience • Design a daily discussion guide • Consider the interaction level & architecture • Moderate • Develop themes and insights
  25. 25. Online Communities What it is: A private group of people online who are joined together by a common theme to engage in online qualitative research. Why it’s valuable • Engage consumers anywhere in the world • In the moment research • Study consumers over a period of time • Consumer reflection • Easier discussion around sensitive topics Tools you’ll need • Method for recruiting • Screener • Community platform • Discussion guide & Architecture • Moderator
  26. 26. EXAMPLE Business Question: How can we improve customer retention on Pandora Goal: Understand what drives consumers to join Spotify Method: Develop a framework for conducting competitive analysis through social listening by analyzing the online conversations around Spotify in general and Pandora in 2012 and 2013. How to do it • Determine a social listening platform • Design boolean queries for Spotify and Pandora • Look for conversation themes and patterns • Search, sort, sift and explore. • Develop themes and insights
  27. 27. Social Listening What it is: Listening to online consumer conversations for learning, engaging and collaboration purposes. It’s a great way to learn “what” consumers think. Why it’s valuable • Access global conversations instantly • Individual response + big data • We don’t know what we don’t know • Measure both quantitative metrics and qualitative nuance • Find your audience, understand your audience, identify competitors Tools you’ll need • A social listening platform • A digital exploration map (boolean query) • 1 digital explorer

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