laura winn johnson ethnography - 2011
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A Presentation 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 information about Square Holes http://www.squareholes.com/ For more information about NewMR events visit newmr.org
A 360° Brand View : Identifying New Opportunities for Your Business Laura Winn Johnson, CMI
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
2299 Perimeter Park Dr. Atlanta, GA 30341 678-805-4040
A 360° Brand View : Identifying New Opportunities for Your Business
Laura Winn Johnson!
CMI!
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
What’s the Problem?
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Gaps & Limitations of Traditional Research
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
The Need – Bridging the Gap
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Key Questions an Authentic Observational Framework Can Address
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
What’s the Solution?
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Ethnography…with Creativity; Needs Broader Framework
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Broader Framework: 360° View
Brands
Category Behaviors
Category Influences
Category Philosophies
Priorities
Perspective
Values
Lifestyle
Target Segment
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Key is to Combine Methods; Customized for Business and Research Needs
Multi-method Research
Technology Longitudinal Self Observation
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Combining Methods: Mix and Match
Focus Groups
Voice of the Customer
Observational/Ethnography
Usability Labs
Case Studies
In-Depth One-on-One Interviews
Tools
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Which Method is Best?
! Less comfortable with web
! Doing the activity frequently
! Unfamiliar/New to stakeholders
! Need to understand family dynamics
! Conflicting behaviors (tend to report one thing, but hunch that they do another)
! More comfortable with web
! Doing the activity sporadically, infrequently
! Geographically-dispersed or rural
! Niche or difficult-to-recruit
! Evaluating the decision over time
! Topics that are sensitive and personal (anonymity)
In-person : Digital :
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Technology: Leveraging Infinite – and Growing – Possibilities Facilitates more robust 360° view
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Self-observation: Seeing the Unseeable
Respondent as ethnographer’s “eyes and ears”
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Longitudinal Observation: Authenticity
Hours…Days……Weeks…..Months
OBSERVATION
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
! Impartial/Independent – No vested interest
! Creativity to tailor methods – No boilerplate
! “Connect the dots” – Not for anyone with a video camera!
! Consultative approach – Blending social science rigor, business application
! Facilitation of learning and action within an organization
What Makes Ethnography Successful?
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Thank You
Laura Winn Johnson, CMI
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Ray Poynter The Future Place
Laura Winn Johnson CMI
Q & A
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Laura Winn Johnson, CMI (678) 805-4040
ljohnson@cmiresearch.com
A Presentation 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 information about Square Holes http://www.squareholes.com/ For more information about NewMR events visit newmr.org
A 360° Brand View : Identifying New Opportunities for Your Business Laura Winn Johnson, CMI
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