Jamie gordon ethnography - 2011

A Presenta*on from the NewMR Ethnography & Market Research Event -‐ May 25, 2011

Event sponsored by Square Holes All copyright owned by The Future Place and the presenters of the material For more informaFon about Square Holes hGp://www.squareholes.com/

For more informaFon about NewMR events visit newmr.org

The 3 C’s of Consumer Anthropology Jamie Gordon, Northstar USA

Speaker Jamie Gordon, Northstar, USA NewMR Ethnography, May 25, 2011

Unlocking insights that inspire

The 3 C’s of Consumer Anthropology

Ethnography in a broader research context

New MR Virtual Event May 25, 2011


Ethnography In Context

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Ethnography is a collection of methodologies that allows us to understand consumer context, with the understanding that our data set is limited only by

our vision, and that consumer culture is one piece of the bigger universe of critical insight sources


At Northstar, we apply a Consumer Anthropology framework because we

believe that brand growth and innovation comes from a collaborative

dynamic between those who create trends and brands, and those who pass them on, use them

and inspire new ones

The Consumer Anthropology Contextual Lens

MACRO FORCES (Relevant social, economic, environmental,

demographic, technological realities)

Human Culture

Consumers

Consumers

Innovation

Trends Trends

Brands Brands


Consumer Anthropology 3 C’s Framework

At Northstar Research Partners, our approach to Consumer Anthropology is rooted in the “3 C”s Framework

Cultural Context

Consumer Context

Client Context


Client Context

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ü  Critical assessment of perceived business problems and objectives

ü  Understanding of constraints imposed by client culture

ü  Customization of strategic process and deliverables

ü  Commitment to an iterative journey

Client Context Defined n Business culture, preferred work styles and

deliverable socialization methods n Existing paradigms, data and knowledge gaps n Integration of personnel into the insight process

for empathy development

Be the Sherpa

Allows us to see the path clearly so we can strategically maximize value and impact of

insights and implications


Cultural Context

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ü  To inform research objectives

ü  To use in research / gain insights

ü  To design forward-thinking methodologies

Cultural Context Defined n Macro forces and trends at work n Cultural realities that impact consumer behavior n Relevance of macro forces and cultural trends to

client category / business n Semiotics (symbolic representation) of relevant

cultural spaces

Allows us to see and apply big picture insights that

impact our client’s business

Use the Forces


Consumer Context

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ü  Inform quantitative research tool development

ü  Validate and “bring to life” both quantitative and qualitative insights

ü  Deep dive into the “why” and “how” ü  Instill empathy among both

researchers and clients

Consumer Context Defined n  Social & individual context that influences behavior n  Influence of environment on behavior n  Relative importance of media, relationships and

other day-to-day realities on consumption behavior n  Patterns of attitudes and values that affect

consumption behavior

Ethnography allows us to generate and acculturate both depth and breadth of

consumer insights

See the World


Ray Poynter The Future Place

Jamie Gordon Northstar

Q & A


Continue the conversation: Jamie Gordon: VP Consumer Anthropology Northstar Research Partners [email protected]

The 3 C’s of Consumer Anthropology

A Presenta*on from the NewMR Ethnography & Market Research Event -‐ May 25, 2011

Event sponsored by Square Holes All copyright owned by The Future Place and the presenters of the material For more informaFon about Square Holes hGp://www.squareholes.com/

For more informaFon about NewMR events visit newmr.org

The 3 C’s of Consumer Anthropology Jamie Gordon, Northstar USA

Marketing

Jamie gordon ethnography - 2011