ethnography one day workshop
DESCRIPTION
ethnography, methodology, research, chauncey, zalkin, girlonthestreet, whatwomenmake, user-centric, design, innovation, people-centric, "focus groups", qualitative, trends, knowledge, tribes, anthropology, culturalTRANSCRIPT
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Presenting Ethnography
a cultural approach
to marketing and development
Chauncey Zalkin © 2009
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What is it?
How does it work?
Some Examples
Now you do it
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The new core competency is ethnography. Companies use it to
gain insights into the culture and behavior of their customers.
But the demands of business are different from those of an
anthropologist doing field research. The most obvious is speed.
– Business Week 6/06
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an·thro·pol·o·gy / •
n.
the study of humankind, the
comparative study of human
societies and cultures and their
development
Antropología: estudio de los
seres humanos desde una
perspectiva biológica, social
y humanista.
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Observation
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And participation
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Ethnography
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Both a method and a product
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What is the difference between
ethnography and classic qualitative
market research?
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Ethnographers enter the natural
habitat
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adapting to their surroundings
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Using an array of story-telling tools
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they immerse themselves
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Traditional Focus Groups
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Verification vs. Discovery
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What I say
What I do
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What I didn’t know I needed
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The world is changing so rapidly
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How can ethnography help us in the
business environment?
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To gain insider information
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To explore emerging and unmet
needs
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Test developing theory
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Revise as you go
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Find out how people live with existing
products
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You never know what you will learn.
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Stop guessing.
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So how do we do this?
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Choose who you want to speak to
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Find a way in
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Day-in-the-lifeAccompaniedpurchase
…
Mystery ShoppingObserved Product Usage
And in our case, quickly
Guerrilla/blitzkrieg ethnography
Investigation ofcultural artifacts
Open-ended Cultural studies
..Other methodologies and parameters
Interviews / Videography / Journaling
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Method: observed product usage in private settings
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Method: observed purchase or mystery shopping
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Synthesize. & Discover deeper insights.
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Case study; digital ethnography: Pink
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Case study; Journal Ethnography:
truth®
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checks and balances
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Now you be the subject
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Now lets try it on one of your current
challenges
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THE CHECKLIST
Substantive Contribution: Does the piece contribute to our
understanding of social-life?
Aesthetic Merit: Does this piece succeed aesthetically?
Reflexivity: How did the author come to write this text.
Was there adequate self-awareness and self-exposure for
the reader to make judgments about the point of view?
Impact: Does this affect me? Emotionally? Intellectually?Does it move me?
Expresses a Reality: Does it seem ‘true’—a credibleaccount of a cultural, social, individual, or communalsense of the ‘real’?
-Laurel Richardson, Professor Emeritus Sociology, The Ohio State University
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Some tips
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The End