Presenting Ethnography
         a cultural approach
    to marketing and development




                                 ...
What is it?

How does it work?

Some Examples

Now you do it
The new core competency is ethnography. Companies use it to
gain insights into the culture and behavior of their customers...
an·thro·pol·o·gy / •
n.

the study of humankind, the
comparative study of human
societies and cultures and their
developme...
Observation
And participation
Ethnography
Both a method and a product
What is the difference between
ethnography and classic qualitative
        market research?
Ethnographers enter the natural
           habitat
adapting to their surroundings
Using an array of story-telling tools
they immerse themselves
Traditional Focus Groups
Verification vs. Discovery
What I say
What I do
What I didn’t know I needed
The world is changing so rapidly
How can ethnography help us in the
     business environment?
To gain insider information
To explore emerging and unmet
            needs
Test developing theory
Revise as you go
Find out how people live with existing
              products
You never know what you will learn.
Stop guessing.
So how do we do this?
Choose who you want to speak to
Find a way in
Interviews / Videography / Journaling


           Accompanied
                           Day-in-the-life
           purch...
Method: observed product usage in private settings
Method: observed purchase or mystery shopping
Synthesize. & Discover deeper insights.
Case study; digital ethnography: Pink
Case study; Journal Ethnography:
              truth®
checks and balances
Now you be the subject
Now lets try it on one of your current
              challenges
THE CHECKLIST
Substantive Contribution: Does the piece contribute to our
understanding of social-life?

Aesthetic Merit: D...
Some tips
The End
Ethnography One Day Workshop
Ethnography One Day Workshop
Ethnography One Day Workshop
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Ethnography One Day Workshop

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Ethnography One Day Workshop

  1. 1. Presenting Ethnography a cultural approach to marketing and development Chauncey Zalkin © 2009
  2. 2. What is it? How does it work? Some Examples Now you do it
  3. 3. The new core competency is ethnography. Companies use it to gain insights into the culture and behavior of their customers. But the demands of business are different from those of an anthropologist doing field research. The most obvious is speed. – Business Week 6/06
  4. 4. an·thro·pol·o·gy / • n. the study of humankind, the comparative study of human societies and cultures and their development Antropología: estudio de los seres humanos desde una perspectiva biológica, social y humanista.
  5. 5. Observation
  6. 6. And participation
  7. 7. Ethnography
  8. 8. Both a method and a product
  9. 9. What is the difference between ethnography and classic qualitative market research?
  10. 10. Ethnographers enter the natural habitat
  11. 11. adapting to their surroundings
  12. 12. Using an array of story-telling tools
  13. 13. they immerse themselves
  14. 14. Traditional Focus Groups
  15. 15. Verification vs. Discovery
  16. 16. What I say What I do
  17. 17. What I didn’t know I needed
  18. 18. The world is changing so rapidly
  19. 19. How can ethnography help us in the business environment?
  20. 20. To gain insider information
  21. 21. To explore emerging and unmet needs
  22. 22. Test developing theory
  23. 23. Revise as you go
  24. 24. Find out how people live with existing products
  25. 25. You never know what you will learn.
  26. 26. Stop guessing.
  27. 27. So how do we do this?
  28. 28. Choose who you want to speak to
  29. 29. Find a way in
  30. 30. Interviews / Videography / Journaling Accompanied Day-in-the-life purchase And in our case, quickly Observed Product Usage Mystery Shopping Investigation of cultural artifacts Guerrilla/blitzkrieg ethnography Open-ended Cultural studies … ..Other methodologies and parameters
  31. 31. Method: observed product usage in private settings
  32. 32. Method: observed purchase or mystery shopping
  33. 33. Synthesize. & Discover deeper insights.
  34. 34. Case study; digital ethnography: Pink
  35. 35. Case study; Journal Ethnography: truth®
  36. 36. checks and balances
  37. 37. Now you be the subject
  38. 38. Now lets try it on one of your current challenges
  39. 39. THE CHECKLIST Substantive Contribution: Does the piece contribute to our understanding of social-life? Aesthetic Merit: Does this piece succeed aesthetically? Reflexivity: How did the author come to write this text. Was there adequate self-awareness and self-exposure for the reader to make judgments about the point of view? Impact: Does this affect me? Emotionally? Intellectually? Does it move me? Expresses a Reality: Does it seem ‘true’—a credible account of a cultural, social, individual, or communal sense of the ‘real’? -Laurel Richardson, Professor Emeritus Sociology, The Ohio State University
  40. 40. Some tips
  41. 41. The End

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