back to basics_about marketing oriented ethnography brennan research & consultants_smark...

8/3/2019 Back to Basics_about Marketing Oriented Ethnography Brennan Research & Consultants_SMARK Conference_Mkt Research 2010-1

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SMARK_Marketing Research Conferenceby Radu Bogdan


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Ethnography is ABOUT: How CULTURE is formulated by people's behaviours ...&WHY Patterns of actions, CULTURAL & SOCIAL, rather than cognitive Cultural significance of an experience

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HBR.org > Ma.rch 2009Ethnographic Research: A Keyto Strategyby Ken Anderson


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Ethnography IS: Qualitative research perspective An alternative to classic research perspective An transition from labs to consumer experience in naturalsettings Available for consumer centric organizations A passionable work

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WHY Ethnography?Is not a CAPRICE because YOU NEED ... to see & ask people what meanings they give to the social world to ask people in such way they can tell us in their own terms to ask people in depth, because these meanings are ofen taken 4

granted and deeply embedded to address the social settings that gives substance & context to them statistical figures to speak out

Ethnography correlates what people say (theydo) to what they actually do, how they do andwhy


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Ethnography vs~Motivational/Brand ResearchStudy Objective While M-B studies individual products/brands in isolation,Ethnography studies product use as a part of cultural context

behaviors.Meanings Multiple, dynamic cultural meanings vs. Cognitive.Data Source Mainly based on Observation, sometimes completed by classictechniques.Cross Interpretation Ethnography has the capacity to cross check interpretation ofbehaviors related to product/brand by examining the behaviors

related to other products/brands or occasions.


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~~!!twS!~Meanings?


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Ethnography in Marketing processes Market Segmentation &Targeting

Product & ServicePositioningthnography is an RSS forMARKETING, with IMPACTin:

Product & BrandManagement

MarketingCommunication


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For a successful Ethnography Record human actions in natural settings, get the flavor out ofthere... http://www.youtube.com/results?search guery=gospodarie&search type=&ag=f Observation ... routine can lead you to action, important moments inthe ordinary events can become insights Credibility participation ... outsider insider relationship Research strategy ... mix the methods, qualitative is not a formula

anymore
http://www.youtube.com/results?searchhttp://www.youtube.com/results?search


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Ethnography DesignSUBJECTSsmall samples

TIMINGfrom hours to months

LENGTHrecruitment, observation, filming,interviewing, analysis, interpretation

COSTSexecution, incentive, access, experience

TOOL KITrecording, notes, interviewing, dashboards,diaries, personal data


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~~!!twS!~Possible insight leads coming from real lifeRituals Routine Special Pen Portrait

Slang Usage Substitution NormsValues

JudgmentsAspirations

Active social ization Indirect Learning

Ego EmotionsLifestyleFrustrations

Tradition vs. Modernity

VolumesFamily

Consumption Occasions Barriers BelievesRelationships Trends Hobby Humor


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OUTPUT E,xpectations vs~ConstraintsExpectations Constraints

natural language time consumingpersonal to the researcher sometimes expensivegeneralized but limited inscope lack of expertise

voluminous not always actionable


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DESIGNS~real life examples In Home Ethnography (FMCG, IT&C, interior design, HH, fashion,

Health, beauty etc.) Office Ethnography (Logistic, Purchasing, IT&C, Food Delivery,

Ticketing, Online, etc.) Assisted Shopping Group Ethnography Playgrounds (entertainment, kids, health, fashion, etc.) Online & Social Networks Sport In Store (pharmacy, laundry, banks, etc.) Street


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thank you

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