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Consumer Ethnography PowerPoint PPT Presentation


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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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Consumer ethnography l.jpg

Consumer Ethnography

Observation

Meeting 4


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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?


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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


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Ethnographic Methods

  • Emic vs. Etic - insider vs. outsider

  • Participant observation - field study

  • Panel studies - over time with the same group


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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


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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?


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Observation


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