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Truth, lies, and ethnography

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My MRIA presentation from February 24. What is ethnography? How is it best used in market research? What should research buyers expect?

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Truth, lies, and ethnography

  1. 1. Truth, Lies andEthnographyWhat to expect, how it’s done, and when youshould do it
  2. 2. εθνος ϒραφο
  3. 3. εθνος ϒραφοethnos grapho
  4. 4. εθνος ϒραφοethnos grapho folk to write
  5. 5. Ethnography vs. focus Paul Lazarsfeld 1901-1976Bronislaw Malinowski 1884-1942
  6. 6. Ethnography vs. focusPioneer of cultural research Founder of applied sociology Paul Lazarsfeld 1901-1976 Bronislaw Malinowski 1884-1942
  7. 7. What is ethnography?
  8. 8. What is ethnography? Understanding culture by learning what’s Understanding culture by important lookingIn at symbolscontext Understanding culture by looking at behaviour Looking at systems
  9. 9. Ethnography is...• Immersive• Focused on culture - Values, beliefs and assumptions - Behaviours and norms - Symbols and (visual) language• Holistic• “Going native” - Seeing it from participants’ point of view
  10. 10. When do you useSales Optimizing Surveys Web analytics Return to ethnographic data Focus Groups Marketing Copy testing Return to ethnographic data Personas Focus Groups Usability testing Prototype Ethnography New Product Ethnography Product product design reinvention strategy Time New market Growth Maturity Decline development Product lifecycle
  11. 11. Who does ethnography? Does ethnography Hires ethnographers Client side research managers ✓ Full-service research companies ✓ ✓ Design agencies ✓ ✓
  12. 12. Why ethnography?Understand what languagepeople use Understand everyday life and work Understand what’s important to them Understand media and technology use
  13. 13. Learn wherethey are and what it feels like to be there.
  14. 14. To get rid of your own biases
  15. 15. What is a “good”ethnographer?
  16. 16. Finds out what’simportant toparticipants Gets participants to open up
  17. 17. Notices tools people haveand use
  18. 18. Decodesrituals
  19. 19. What is a “good”consumerethnographer?
  20. 20. Notices media Notices when media channels failNotices whereit’s used Sees how media are changing
  21. 21. Notices tools Sees the systemshoppers use of tools shoppers use
  22. 22. Noticesseasonality Or doesn’t
  23. 23. Sees details that arerelevant to study athand
  24. 24. Red herring critiques Criticism Reply We sample people, Small sample size places, and things Seeks general Can’t generalize principles, not prediction Underlying principles Too general; not cut across entire tactical enough brand
  25. 25. Deliverables• Traditional - Written reports - Power Point presentations• Design-based - Personas - Design concepts• For brainstorming - Value maps - Process maps
  26. 26. Innovative ReportingTechniques It
  27. 27. Moderation v. Ethnography Moderation Ethnography Defines research Learns participants’ parameters parameters Controls the context Observes the context Guides participants Follows participants Psychological and/or Cultural theory marketing theory
  28. 28. Costing and timelines• Set aside 1 day per visit• Recruiting always takes the longest• Video adds to timelines and budgets but alternatives exist• Incentives are typically higher• Save money on facilities; spend it on expertise
  29. 29. Sam Ladner, PhDsladner@copernicusconsulting.nethttp://copernicusconsulting.net@_copernicus@sladner

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