29. Local guides
Control
Guide’s
perspective
Outliers
30. How is ethnography different from market research methods?
Holistic, Contextual and empirical
Dwells deeper
What people say is not what people do
Expensive, inconvenient, too much data
31. Ethnography applied in industry
Design – New
product
development,
Interaction and
human factors.
Innovation -
Exploratory.
Advertising -
Ideation.
32. Ethnography applied in industry
Market research and
strategy.
Policy Making.
Understand systems.
Stems from Anthropology, sociology. deeply understand a problem and discover new dimensions. art of ethno. Natural to me
Stems from Anthropology, sociology. deeply understand a problem and discover new dimensions. art of ethno. Natural to me
Ethnography comes natural to me. Less talkative made me curious about people. How do you live in their shoes. Dress codes. Put a Naïve simplistic appearance. Be as less intimidating as possible. Being a student helps but downside is that they might not take you too seriously and not give definitive responses when they can.
Ethnography sciences have been invented in form of tools