Innovation Methods: The Essential Guide to Digital Ethnography

Download Innovation Methods: The Essential Guide to Digital Ethnography

Post on 15-Apr-2017

285 views

Category:

Business

0 download

Embed Size (px)

TRANSCRIPT

  • Digitize your consumer learning for lower cost, faster insights and ideas about your consumer.

    THE ESSENTIAL GUIDE TO DIGITAL ETHNOGRAPHY

  • 2

    THE POWER OF DIGITAL ETHNOGRAPHY

    Digital ethnography is an immersive technique that uses online channels for consumer learning. Researching and sorting through digital content is becoming more popular with brands since it provides access to in-depth, timely information about consumers lifestyles. It also enables brands to:

    Look at real-time consumer sentiments Find and capture examples of microtrends or emerging trends Find previously undiscovered pain points Know what consumers are saying about a brand Gather intelligence on potential community influencers or

    industry insiders Act more quickly on changes in the marketplace Save time and money by doing research right at

    your desk

    Understanding the consumer

    is everyones job.

  • 3

    YOUR 3-POINT CHECKLIST TO GET STARTED

    You dont have to use all the tools mentioned in this guide, but it does help to start with these 3 things in mind:

    DESIRED OUTCOME TOOLS TO CAPTURE YOUR AUDIENCE

  • 4YOUR 3-POINT CHECKLIST TO GET STARTED

    Youre ready to start to explore the world and better understand the consumer experience. But first, capture your research objectives, or the main questions you seek to answer with your research.

    Within Batterii, create a project Room so that you can have an interactive space for all your observations and content you will be gathering. Capture desired outcomes on your Research Brief to frame your problem as accurately as possible from the get-go. Add any other key goals, background knowledge, or other supporting assets you already have to support your Brief.

    PRO TIP Set up some of the tags you might want to use to categorize all your observations and assets during your exploration.

    DESIRED OUTCOME: WHAT ARE THE QUESTIONS YOU WANT TO ANSWER?

    Youre putting time and resources

    into your digital research, so define what success might

    look like.

  • 5

    Creativity hinges on connecting all the observations weve

    catalogued.

    YOUR 3-POINT CHECKLIST TO GET STARTED

    TOOLS TO CAPTURE: HOW WILL YOU STORE, ORGANIZE & SYNTHESIZE ALL YOUR OBSERVATIONS?It is now time to make sure you have the right tools to capture all your information. Begin to design the Walls of your Batterii Room to be as specific as you need, where each Wall represents a common theme or topic youre exploring.

    Setting up your group of Walls this way will make your sense-making even easier later. Your Batterii Walls will capture screenshots, websites and articles, sticky notes, videos and photos you find. Later, youll be able to drag, drop, sort and filter in this space.

    Install the Batterii Web Clipper (a browser extension) so you can capture and clip links, screenshots, images, or notes right from any website. The Batterii Web Clipper lets you send them directly to the Batterii Wall you choose.

    PRO TIP Add a Batterii Backdrop such as the Empathy Map to add a visual that will guide you as you frame and communicate your findings.

  • 6YOUR 3-POINT CHECKLIST TO GET STARTED

    YOUR AUDIENCE: WHERE ARE CONSUMERS SPENDING TIME?

    Just like with any other kind of market research, digital learning is most effective when we know a starting place of where to look for our consumers. We want to see what they are thinking, how they are behaving, and what their journey looks likeand that requires observing them in their natural state online.

    Do your best to capture what you know about consumers communities, preferred social media channels, or what kind of content they consume. Your research can help you uncover, challenge or confirm what you already know about your target audience.

    PRO TIP Think about consumers relative to their lifestyle, how they make decisions, what they value, how they find meaning and anything you know about their aspirations.

    Innovation is fueled when

    we know how consumers think,

    feel & behave.

  • 7

    GET TO KNOW YOUR CONSUMER IN THE SOCIAL WEB

    Heres a look at a few activities you can utilize to see how consumers live, play, and work.

    LISTEN EXPLORE MONITOR

  • 8

    LISTEN: REMOVE BIAS & TAKE NOTICE TO RECOGNIZE CONSUMER WANTS & DESIRESA crucial step in keeping our finger on the pulse of the consumer is to take time to listen to them. To build authentic relationships, to build our capacity to empathize, and to know the language they speak, we first have to dedicate time to hear and observe their natural conversations and behaviors across social media.

    Setting up our social listening tools means we can cut down on the time required to keep tabs on our consumers. It is also one of the best ways we can stay up-to-date on diverse and ever-changing consumer sentiments.

    PRO TIP While being efficient with research is important, listening activities can take many paths and a lot of time. We recommend limiting yourself to a certain amount of time for each session.

    GET TO KNOW YOUR CONSUMER IN THE SOCIAL WEB

  • 9

    3. Use Websta.me to search and discover new, relevant

    hashtags being used on Instagram. You can also use the

    site to efficiently look through who an influencer followers

    on Instagram.

    1. Search Yelp to read consumer experiences and to see

    their recommendations. This tactic can be especially useful

    when looking at independent businesses rather than chains.

    2. Use Facebook search to look at conversations around

    specific hashtags or to see consumer reviews and comments.

    You can also use Facebook search to look for real-time posts,

    photos or links being shared. Simply use the search bar along

    the top or go to search.fb.com. Filter the search results along

    the top of the site by Top, Latest, People, Photos, Videos, Pages,

    Places, Groups, Apps and Eventsgiving you just about

    everything you might want to find.

    Yelp Websta

    FacebookSearch

    GET TO KNOW YOUR CONSUMER IN THE SOCIAL WEB

  • 10

    4. Use hashtagify.me to search hashtags, see top recent

    media related to that hashtag and to see some of the top

    influencers using that hashtag. By going to the related

    hashtags section of the site, you can also find other tags

    that are closely related to any given topic.

    6. Never miss what people are posting at an event or given

    location, whether you are there in person or not thanks to

    Pixifly. Pixifly allows you to search photos that are being

    shared by your location of choice.

    5. Visit LinkedIn publisher if you want to find fresh content

    around areas or topics that you want to know more about. You

    can discover new content by exploring news outlets, general

    topics (called channels), brands/publishers and influencers.

    Hashtagify Pixifly

    LinkedInPublisher

    GET TO KNOW YOUR CONSUMER IN THE SOCIAL WEB

  • 11

    7. Take advantage of Twitter search to see what is currently

    happening around the world. Use the advanced search

    on your desktop to filter by specific phrases and words,

    hashtags, date, comments made by location, positive or

    negative tone, and more. You can also click More Options

    and then Save this search for the future. Next time you

    go to your search box, that saved search will display for

    quick access.

    8. Join a Twitter chat to get an inside look at a specific

    community. These are chats, held on Twitter, where people

    come together to discuss a topic thats important to them.

    Twitter chats can also help you narrow in on people or

    groups you want to further engage. Depending on your

    objective, you can just listen or join the conversation.

    TwitterSearch

    TwitterChat

    PRO TIP As you search through Twitter, use the Web Clipper to capture all your observations. Dont worry about organizing everything at firstlater you will be able to use the drag and drop feature in Batterii to move content assets from one Batterii Room or Wall to another as you sort and synthesize.

    GET TO KNOW YOUR CONSUMER IN THE SOCIAL WEB

  • 12GET TO KNOW YOUR CONSUMER IN THE SOCIAL WEB

    EXPLORE: SCOUR & SEARCH FOR DISCOVERIES ABOUT THE CONSUMER & THE MARKETPLACE

    Exploration allows us to see and observe the often complex, intricate and up-close realities of our consumers, or aspirational consumers, online. In other forms of market research, we may have to ask questions that were able to see unfold right before our eyes in the digital realm. Instead of having to ask consumers about their routines, why they act a certain way, or what their opinions arewere able to see that information in real-time.

    PRO TIP Mixing up where you lookand how you lookwill give you a more diverse set of observations to work from.

  • 13

    9. Use SocialMention.com to see a real-time, social media

    snapshot that shows you topics being discussed on the

    Internet. You can see similar keywords to any given search

    query, hashtags that are used with the topic, and a real-time

    view of sentiment for that topic.

    GET TO KNOW YOUR CONSUMER IN THE SOCIAL WEB

    Social Mention

    PRO TIP You can take any number of search queries you create, and make an RSS feed for each.

  • 14

    11. Use Google Maps to see reviews for places, including

    photos people have uploaded. Sometimes it will also

    feature other reviews you can browse through.

    10. Explore apps such as Swarm or Foursquare to see what

    people about saying about the places they visit. You can

    see reviews, insider tips, and even photos they have posted.

    GoogleMaps

    Swarm

    GET TO KNOW YOUR CONSUMER IN THE SOCIAL WEB

    PRO TIP As you gather more assets, dont forget about Batterii global search which lets you easily find content no matter where you originally placed the asset within Batterii.

  • 15

    PRO TIP Use Batteriis Web Clipper as you go through your top blogs and find something you want to save for later.

    12. Sometimes we can get intelligence on our consumers

    or competitors by lookingback in time. Use The Wayback

    Machine to see any website thats been archived on the

    web. Simply type in any URL and you can capture and save

    a website as it used to appear.

    13. Quora has been called the best answer to any question.

    Utilize the Q&A site to see questions and answers being asked

    to a community of people. You can even ask a question

    yourself. Be strategic when you sign up for an account, since

    youll be able select certain topics you want to follow and

    receive notifications for.

    GET TO KNOW YOUR CONSUMER IN THE SOCIAL WEB

    WaybackMachine

    Quora

  • 16

    14. Use Followerwonk to search social media profiles (and

    even bios) to find your target audience. You can also use

    the site to compare social media users to one another.

    Once youve identified an influencer or specific audience,

    you can see when they are most engaged on Twitter and

    where they are located.

    15. Use Twitter lists to take advantage of the work other

    people have done. You can use Twitter lists to find groups

    of likeminded users you want to monitor and/or engage

    with. If you visit the Twitter profile of an influencer, click on

    Lists to see what list they are member ofor even what

    lists they subscribe to and follow. In many cases youll find

    more people on Twitter who share their interests.

    GET TO KNOW YOUR CONSUMER IN THE SOCIAL WEB

    Follower-wonk

    TwitterLists

    PRO TIP You can create your own Twitter lists: start by creating a few private lists of influencers, loyal consum-ers or even brands you want to keep an eye on.

  • 17GET TO KNOW YOUR CONSUMER IN THE SOCIAL WEB

    MONITOR: RECEIVE UP-TO-DATE INFORMATION TO IMPROVE YOUR RELATIONSHIPS WITH CONSUMERSSocial monitoring gives us the ability to see who is talking about our brand. Were able to grow our relationships with consumers by monitoring the conversations happening around our categoryor brand.

    Monitoring is powerful because it lets us see what consumers are saying online, in real-timeno matter where they are located. But effective monitoring tactics also give us a better, more accurate sense of long-term sentiments held by our consumers.

    PRO TIP Having information pushed directly to us saves us time since we dont have to go out and search the web for it ourselves.

  • 18GET TO KNOW YOUR CONSUMER IN THE SOCIAL WEB

    16. Looking for the most relevant influencers on any given

    topic? Use Buzz Sumo to see the most shared content,

    broken down by social media network. Then see the other

    articles that link to any specific piece of content, which can

    help you better understand a niche community. Besides

    filtering by date, language and content type, you can even

    save searches. After you fine tune results to get what youre

    looking for, set up email alerts to stay on top of the most

    shared and the most relevant authors in any niche.

    17. Use Google Alerts to set up timely notifications on

    specific phrases from anywhere on the web. Never miss out

    on an article or information you want to hear again. Visit the

    Google Alerts site and type in the topic, just like if you were

    doing a Google Search for that theme. You can monitor

    your brand, a competitor, or a specific topic area: simply

    use those phrases, and select how often you want those

    alerts to be sent to your email. Google even gives you a

    preview so that you can see the kind of articles that would be

    pushed to your email.

    BuzzSumo

    GoogleAlerts

    PRO TIP Want to see another brands most popular content? With Buzzsumo, you can view the most popular content for any given domain.

  • 19GET TO KNOW YOUR CONSUMER IN THE SOCIAL WEB

    18. Media monitoring and social listening tools like

    Mention.com save you time by optimizing the keyword

    monitoring process, and they also help you cut through

    the noise. Using Mention, you can create a dashboard that

    lets you watch how your brand is being talked about. After

    setting up your alert(s), you can select how you want to

    filter and then analyze through a custom report. A report

    is created that will show trends, sentiment, top sources

    and more. Its a useful tool whether you use it for specific

    campaigns, to watch the competition, or to analyze

    emerging trends over time.

    19. Use a service such as Hootsuite Syndicator or Feedly

    to take advantage of content that can be pushed to you.

    Services such as Feedly (RSS Readers) save you time and

    allow you to efficiently read dozens of blogs and digital

    publications. Instead of having to visit each blog or site you

    want to follow, you can see the latest, all in one centralized

    place. You can organize your content and even get ideas for

    new blogs similar to those youve subscribed to.

    20. If you dont want to use an RSS reader, consider taking

    advantage of email newsletters. Maybe your target audience

    regularly consumes a certain blog or publication. Dont

    overlook how simple it is to subscribe to that blog so you

    can stay up-to-date on what they are reading. You can even

    set up a separate email address where you deliver all the

    content. Then, catch up on all your newsletters at once.

    Mention Email

    RSSReaders

  • 20

    ORGANIZE & PRESENT YOUR LEARNINGS

    Youve collected a wealth of knowledge. Now youre tasked with cross-pollinating your findings & formalizing what you learned.

    You now have captured deep knowledge about the consumer, includi...

Recommended

View more >