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Consumer Ethnography

Consumer Ethnography. Observation Meeting 4. Watching People. Watch a person pack a backpack What do you notice? What ideas for products or positioning does the watching reveal? What insight can you build a marketing idea or ad campaign?. Process of discovery. Be subjective

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Consumer Ethnography

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  1. Consumer Ethnography Observation Meeting 4

  2. Watching People • Watch a person pack a backpack • What do you notice? • What ideas for products or positioning does the watching reveal? • What insight can you build a marketing idea or ad campaign?

  3. Process of discovery • Be subjective • Take the wilder view - be absurd • Be out of it - look from afar • Look through a kid’s eyes - projection (collages), simplification • Go to the places they are • Listen to what research doesn’t say • Listen with your eyes

  4. Ethnographic Methods • Emic vs. Etic - insider vs. outsider • Participant observation - field study • Panel studies - over time with the same group

  5. Key terms • Bracketing - becoming aware of preconceived notions of consumers to see how those views can impact the study • Consumer deprivation - do without product to see what it means • Covert - undercover research • Observer effect - consumers change behavior when they are being observed

  6. Exercise • Write down everything you know about people 60 years and older. • Compare these notions with your classmates. • Compare these notions with the instructor. • What conclusions can you reach from this discovery?

  7. Observation

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