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![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](https://image.slidesharecdn.com/gotoemotioneconomy15-0511-150521062632-lva1-app6891/85/Emotion-Economy-Ethnography-as-Corporate-Strategy-46-320.jpg)
Uploaded byKelly Goto
Emotion Economy: Ethnography as Corporate Strategy
The document discusses the concept of the 'emotion economy' and the importance of ethnography in understanding customer needs, particularly in the face of rapidly changing markets. It outlines various methodologies like rapid ethnography and ethno-mining to derive insights that enhance product design and corporate strategy by emphasizing the emotional drivers in consumer behavior. The integration of qualitative and quantitative data is highlighted as essential for innovation and effective marketing in today's complex landscape.
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Emotion Economy: Ethnography as Corporate Strategy
- 1. Kelly Goto @go2girl #emotioneconomy EMOTION ECONOMY: ETHNOGRAPHYAS CORPORATE STRATEGY
- 4. EMOTION ECONOMY Courtesy ofBespoke Innovations
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- 6. “I believe thatethnography 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
- 7. Opportunity Space TIME COMPLEXITY Quantity& complexity of information Ability to deal with quantity & complexity of information Zap Think LLC COMPLEXITY vs. COPING
- 8. traditional market research can predicttrends 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
- 9. 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
- 10. TIME COMPLEXITY Due to CulturalFlux, 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
- 11. Every aspect ofthe 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
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- 13. Mapping Building Trigger Affection Feeling Emotion Logics Recognition Understanding EMOTIONAL LOGICAL EMOTIONALEQUITY INPUT Engineering Emotional Values in Product Design by Simon Shutte VALUE=
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- 15. MEETS MY NEEDS IT WORKS EMOTIONAL LOGICAL ILOVE IT AWARE (explicit) UNAWARE (implicit)
- 16. AWARE (explicit) UNAWARE (implicit) MEETS MY NEEDS EMOTIONAL RATIONAL easy touse simple efficient personalized sharing intuitive comfortable familiar customizable inspiring meaningful portable cool connected reliable I LOVE IT IT WORKS
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- 18. why they do it what people do unaware|implicit|EMOTIONAL a wa r e | e x p l i c i t | LOGICAL FOCUS GROUPS FIELD STUDIES 1:1 INTERVIEWS ONLINE SURVEYS BIG DATA ETHNOGRAPHY
- 19. FOCUS GROUPS FIELD STUDIES 1:1INTERVIEWS 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”
- 20. “Big Data revealsinsights 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
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- 22. WE DON’T HAVETIME 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
- 23. RAPID ETHNOGRAPHY Rapid ethnographyis characterized by a short cycle of in-depth interviews and observation at key contextual times. Goals are to tell stories and reveal insights. ! ! !
- 24. RAPID ETHNOGRAPHY ! • Targetedhypothesis 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. ! ! ! !
- 25. INTEGRATE INTO CYCLES OF INNOVATION ETHNOPROBING: 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
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- 27. Image from PearsonEducation | 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.
- 28. ETHNO-PROBING Ethno-probing allows fora 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.
- 29. Image from FabienGirardin 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.
- 30. Image from SocialInterest 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.” !
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- 35. BEHAVIORAL JOURNEY MAPPING BoardingPreparing Emotion BehaviorJourney 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.
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- 37. Much of consumerbehavior 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
- 38. INSIGHT STUDIES Mixed methodsof 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.
- 39. Ongoing usage ismapped 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
- 40. PRODUCT MENTALITYSTRATEGY &CULTURE
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- 43. 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
- 44. “At its core,all business is about making bets on human behavior.” - Wall Street Journal, March 2014 Christian Madsbjerg and Mikkel B. Rasmussen
- 45. Emotion is thenew 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
- 46. 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
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