The document discusses the importance of engagement and ethnography for understanding customer behavior. It states that engagement results from an exchange between brands and users, but to successfully engage people, one must identify their motivations and triggers beyond just digital interactions. Ethnography is presented as a tool to provide context behind customer data by gaining insights into people's experiences and behaviors. Conducting ethnographic research requires structure, employing methods like interviews and observations to develop compelling stories and uncover surprising insights that can help connect business opportunities to customer relevance.

1. ɛnˈgeɪdʒm(ə)nt

2. 1. Engagement is attitude.

3. 1. Engagement is attitude.!
2. Engagement is experience.

4. 1. Engagement is attitude.!
2. Engagement is experience.!
3. Engagement is behaviour.

5. 1. Engagement is attitude.!
2. Engagement is experience.!
3. Engagement is behaviour.!
4. Engagement is metrics.

6. ENGAGEMENT IS
THE RESULT OF
EXCHANGE
of interests, values, emotions and actions between
brands and users.

7. MARKETERS’ GOALS
DRIVE AWARENESS
CREATE BRAND PREFERENCE
DRIVE TRANSACTIONS

8. BUT WHAT THE CONSUMERS WANT?
ASK THEM
WATCH THEM
CONSUME WITH THEM

9. To successfully engage the people we must identify
what motivates them and what triggers their
behaviour.

10. THE CHALLENGE
THE MOST OF THE PEOPLE’S INTEREST MATERIALISE
OUTSIDE OF THE DIGITAL SPHERE. WE SHOULD
MOVE BEYOND THE SCREEN.

11. THE GREATEST
POTENTIAL FOR
GROWTH
is in connecting the Internet with the real, physical
world.

12. TO MOVE WHERE?

13. Bronislaw
Malinowski
Social Listening
Big Data Analysis

14. BIG DATA & BIG MYTH
¨More technology, sensors, data, code and developers
will make your product or campaign better.¨

15. Bronislaw
Malinowski

16. THE REALITY
HUMANS ARE WEIRD, IRRATIONAL, EMOTIONAL
AND UNPREDICTABLE. BUT, ULTIMATELY,
THE ONES WHO BUY YOUR PRODUCT.

17. WHAT IS ETHNOGRAPHY?

18. ETHNOGRAPHY IS SEARCH FOR INSIGHT.

19. HOW TO MANAGE COMPLEXITY?
LACK OF COSTUMER INSIGHT AS THE BIGGEST
DIFFICULTY IN MANAGING COMPLEXITY.

21. PEOPLE DEVICES
INTERACTIONS
ENVIRONMENT

22. ETHNOGRAPHY PROVIDES CONTEXT BEHIND DATA.
WHO IS THIS PERSON?
WHAT IS SHE TRYING TO DO?
WHAT CONFLICT IS THERE BEING RESOLVED?

23. ETHNOGRAPHY AS A TOOL TO
UNDERSTAND CUSTOMER BEHAVIOUR.

24. CONNECTING
INSIGHTS TO
BUSINESS
OPPORTUNITIES.
In order to be engaging, brands need to be relevant.

28. "There are probably 10 people claiming to do
ethnographic research for each person who actually knows
how to do it.”
!
Stephen Wilcox, Ph.D., founder of Design Science

29. 1. It’s expensive.

30. 1. It’s expensive.
2. It’s not representative.

31. 1. It’s expensive.
2. It’s not representative.
3. It doesn’t uncover surprising insights.

32. 1. It’s expensive.
2. It’s not representative.
3. It doesn’t uncover surprising insights.
4. It’s disorganised.

33. 1. It’s expensive.
2. It’s not representative.
3. It doesn’t uncover surprising insights.
4. It’s disorganised.
5. It takes a long time.

34. THE CRAFT OF ETHNOGRAPHIC
RESEARCH

35. STRUCTURE
1. Business context - Gather all the quantitative data you can. Dive in.
2. Objectives - Get all the stakeholders aligned on research goals.
3. Hypothesis - Determine what you need to test or find out.
4. Audience - Identify relevant participants. Determine the right location and context.
5. Methods - Decide on appropriate research methods and design research tools.
6. Research Brief - Write a well-informed and constructive brief.
7. Research - Document and collect data
8. Analysis - Synthesise data, look for patterns and develop compelling storyboard.
9. Outcomes - Present findings in storytelling fashion
10. Follow up - Determine follow-up research

36. IN-DEPTH INTERVIEWS
UNDERSTAND MOTIVATORS AND TRIGGERS OF
CERTAIN BEHAVIOUR AND UNCOVER EVENTUAL
UNDRESSED NEEDS.

37. CONTEXTUAL OBSERVATION
UNDERSTAND HOW PEOPLE DEAL WITH SPACE,
HOW IT IMPACTS THEIR BEHAVIOUR AND HOW
THEY ALTER IT TO FIT THEIR NEEDS.

38. PARTICIPATORY DESIGN
GAIN UNDERSTANDING OF PEOPLE`S VALUES BY
USING DESIGN STIMULI.

39. A-DAY-IN-THE-LIFE
UNDERSTAND THE FLOW OF PEOPLE’S
INTERACTIONS ACROSS TOUCH-POINTS.

40. USABILITY TESTING
CONFIRM INITIAL HYPOTHESIS OR INVESTIGATE
FUNCTIONAL PRIORITIES.

41. ETHNOGRAPHY IS
LIKE GOOD
FICTION.
It weaves stories about market dynamics by building
on real human insight.

42. WHEN TO DO ETHNOGRAPHY?

43. 1. MARKET FIT
TO DETERMINE WHETHER THE PRODUCT
YOU OFFER SOLVES AN ACTUAL
PROBLEM OF THE CUSTOMER.
How they get inspired to buy vs. how they actually buy

44. 2. INNOVATION
TO OFFER COMPETITIVE ADVANTAGE
BY SETTING NEW STANDARDS.
Designing a great hair-removal product by talking to a trans-sexual.

45. 3. DISRUPTION
TO CREATE NEW MARKETS AND ESTABLISH NEW
BUSINESS MODELS BY LEVERAGING LOCAL HACKS.
Creating a disruptive mobile money transfer service by talking to micro-lenders.

46. CARE FOR A COFFEE?
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