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ethnography, methodology, research, chauncey, zalkin, girlonthestreet, whatwomenmake, user-centric, design, innovation, people-centric, "focus groups", qualitative, trends, knowledge, tribes, anthropology, cultural
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Presenting Ethnography
a cultural approach
to marketing and development
Chauncey Zalkin © 2009
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.
But the demands of business are different from those of an
anthropologist doing field research. The most obvious is speed.
– Business Week 6/06
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.
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
Day-in-the-lifeAccompaniedpurchase
…
Mystery ShoppingObserved Product Usage
And in our case, quickly
Guerrilla/blitzkrieg ethnography
Investigation ofcultural artifacts
Open-ended Cultural studies
..Other methodologies and parameters
Interviews / Videography / Journaling
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: 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 credibleaccount of a cultural, social, individual, or communalsense of the ‘real’?
-Laurel Richardson, Professor Emeritus Sociology, The Ohio State University
Some tips
The End
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