brief intro to digital anthropology for consumer insights
DESCRIPTION
This is a presentation I gave to the New York Anthropology Tech group. It's meant for presenting so there isn't a lot of words on the slides, but it's a good general framework.TRANSCRIPT
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Digital Anthropology
For Consumer Research
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① Digital Anthropology ② A bit about me③ How I use it④ How you can use it
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Digital Anthropology is…
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Digital Anthropology is…
• The study of the relationship between humans and digital era technology
• Understanding how online and offline worlds interact
• Taking a digital approach to anthropology in general
Source: Wikipedia
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Digital Anthropology in consumer research is…
• Online communities, digital and mobile ethnographies, virtual focus groups and social listening and more…
…to examine consumer attitude and behavior patterns
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WHY…DIGITAL ANTHROPOLOGY
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Consumers today lead digital lives.
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You can use digital techniques to get closer to them in their natural habitat…
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Digital offers the capability to capture user experience within the context of the experience itself.
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EASILY…
• Engage an audience anywhere in the world
• Conduct in the moment research
• Study people over a longer period of time
• Allow time for thoughtful responses
• Study sensitive topics
• and more!
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About me…
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Where I started• Masters Degree in Online Communities from USC• Trained as an applied ethnographer • Began building a digital research toolbox
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Where I am today
IMPACT LAB
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How I use it
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How do I do that?
Online Communities Mobile Safaris Social
Listening
Facebook Stalking
Digital Ethnographies
Online Focus Groups
Facebook Scraping ETC
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Online Communities
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Mobile Safaris
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Social Listening
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Facebook Stalking
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Digital Ethnographies
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Online Focus Groups
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Facebook Scraping
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How you can use it
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Goal: Explore female attitudes and behaviors around online dating
Business question: How can we build a better dating site for women
Method: Conduct a two week online community of 30 women to first explore their preferences, then develop ideas based on first week finding to test in week 2.
How to do it:• Find a community platform • Determine and recruit your audience • Design a daily discussion guide• Consider the interaction level & architecture• Moderate• Develop themes and insights
EXAMPLE
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Online CommunitiesWhat it is: A private group of people online who are joined together by a common theme to engage in online qualitative research.
Why it’s valuable• Engage consumers anywhere in the
world• In the moment research• Study consumers over a period of
time• Consumer reflection• Easier discussion around sensitive
topics
Tools you’ll need• Method for recruiting• Screener• Community platform • Discussion guide & Architecture• Moderator
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Goal: Understand what drives consumers to join Spotify
Business Question: How can we improve customer retention on Pandora
Method: Develop a framework for conducting competitive analysis through social listening by analyzing the online conversations around Spotify in general and Pandora in 2012 and 2013.
How to do it• Determine a social listening platform • Design boolean queries for Spotify and Pandora • Look for conversation themes and patterns• Search, sort, sift and explore.• Develop themes and insights
EXAMPLE
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Social Listening
Why it’s valuable• Access global conversations instantly• Individual response + big data• We don’t know what we don’t know• Measure both quantitative metrics and
qualitative nuance• Find your audience, understand your
audience, identify competitors
Tools you’ll need• A social listening platform• A digital exploration map (boolean query)• 1 digital explorer
What it is: Listening to online consumer conversations for learning, engaging and collaboration purposes. It’s a great way to learn “what” consumers think.