Ever wonder what Anthropology has to do with Business? Here is how we apply it...
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Posted By: Marta Fernandez on February 25, 2010 Ethnographic Insight, Ethnography Research Q: What is Ethnography? A: Ethnography is the study of people in their natural or "native" environments—where they live, work, shop, and play. It is a set of complementary techniques developed within the discipline of anthropology. The ethnographic method requires a well-trained researcher skillful in immersing him or herself in diverse environments, cultures, and populations; in establishing rapport with people in these social contexts; and in interacting with them through participation, observation and dialogue to uncover their attitudes, beliefs, perceptions, and values, as well as the unspoken cultural patterns that shape behavior. Q: What is Observational Research? A: Observational Research yields surprising insights into how people use products and services, how they interact with spaces (retail, home, work), and what improvements or innovations are needed. Our anthropologists are skilled in interpreting these behaviors and translating these insights. Q: When is Ethnography appropriate? A: In a business or marketing research context, ethnography is used to uncover, interpret, and understand the consumer point-of-view and the hidden rules of environments. Whereas focus groups and surveys rely on self-reporting and memory out of context, ethnography provides a holistic view of consumers in the context of their daily lives. There really is no substitute for the opportunity to experience what consumers experience. For example, consumers do not interact with your products and services in isolation; they are affected by changing family patterns, unseen cultural factors, and other products and objects in the proximate environment. Ethnographic research is the best means for getting at these unspoken cultural and social patterns that shape consumer behavior. Ethnography can be used as a stand-alone technique or can be used in conjunction with other qualitative and quantitative marketing research techniques. Ethnographic Tool Kit * Participant-observation in real-life settings * Onsite in-depth interviews * Video Ethnography and Documentaries * Affinity group interviews * Photo, audio, and written journals or diaries * Experience Mapping Ethnography Expert We'll examine how consumers actually use and experience your products and services to determine their patterns of usage, current level of satisfaction, unmet wants and needs, and suggestions for improvement. - - - - - - - - - - - - - - - - “Ethnographic Insight's study of cruise vacation planning and booking has proven to have enormous value for Expedia. Never before has a research study made an impact on such a broad audience—at the executive, marketing, and web development levels of our company. Their approach to ethnographic research has raised the bar for future research at Expedia. We appreciated their spirit of collaboration and their ability to bring our team into the heart of the research process.” Kyle Russell Usability Engineer Expedia, Inc. If you enjoyed this article, Join HBCU CONNECT today for similar content and opportunities via email! |
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Marta Fernandez
From Queens, NY CUNY -Queens College class of 1985 Member Since July 2008 |
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