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Engineering ethnographic encounters to lead to be3er project results Claro Partners September 2016
2 | Malinowski in the Trobriand islands
Inspired by classic Social anthropology Give clients a different lens for looking at the world
Par@cipant observa@on
Highlight narra@ves from encounters
+ Design impera@ve to create
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Deliver a customer journey map Develop strategic direc@on to improve the customer experience Share industry & retail best prac@ce
Project Focus
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Build empathy with client
Prepare the client for fieldwork
Create materials for interviews
Pre-‐fieldwork
Explore customers’ lives
Take client on ethnographic encounters
Run Interview debriefs
Fieldwork
Share narraGves and acGonable insights
Synthesise informaGon
Develop short-‐term plans & long-‐term
vision
Post-‐fieldwork
The Client Experience Journey
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Understand client perspec@ve • Stakeholder interviews • Desk research
Customer empathy building exercises • Alignment workshop
Workshop with clients
Pre-‐Fieldwork
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Reasons to bring clients on fieldwork -‐ Humanises the customer journey -‐ Feel a connec@on to the project -‐ Take ownership of outcomes Interview with two friends, Texas
Fieldwork
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Pre-‐brief Interview Debrief 30 mins 3 hours 1 hours
PracGcaliGes & Schedule
AcGviGes
• Casual clothes • Cell phones off • Travel together • Ac@ve Listening & note-‐taking • Take photos (when appropriate)
Interview with first-‐Ame buyer, LA
Fieldwork
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25 PARTICIPANTS 4 Pre-‐purchase (considering brand) 6 Purchase (brand owners) 10 Post-‐purchase (service experience) 5 Compe@@ve brand owners
MARKETS New Jersey Aus@n Los Angeles
Context: Who we talked to
Fieldwork
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Fieldwork
The Lemon
Side paneling of car defec@ve
Mul@ple visits to the local dealership
No response from Legal office
“The last *me I spoke to the service manager it just seemed like he didn’t care.” Todd, 45
Checking the car with Todd, AusAn
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Fieldwork
The Lemon
His problem was now theirs
Aware of the emo@onal impact
Inspira@on for future strategic ac@on
Interview with Todd and Stakeholders
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Fieldwork
The Confused customer
Mismatch between online vs. final price
Distrust from the start of experience
Business logic leading to frustra@on
“I just want a price.” Grace, 31
With Grace and Stakeholders, AusAn
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Post-‐Fieldwork
Synthesis Add context in debriefs Shared back on conference calls Synthesis week with direct client
Synthesis board
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Immediate Results Co-‐crea@on Workshop Ac@on plan to fix cri@cal pain points Uncertainty about strategic direc@on
Co-‐creaAon workshop
Post-‐Fieldwork
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Impact Modified customer experience survey Training updated Sharpened business argument for long-‐term change
Co-‐creaAon workshop
Post-‐Fieldwork
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Builds empathy
Improves the insight gathering
Inspira@on for strategic ac@on
The value of ethnographic encounters
In-‐car Interview, LA
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Claro Partners www.claropartners.com
+34 931 786 332
Josh Dresner | Associate [email protected]
@josh_drez
Thanks
