emotion economy: ethnography as corporate strategy
TRANSCRIPT
Kelly Goto @go2girl
#emotioneconomy
EMOTION ECONOMY:ETHNOGRAPHY AS CORPORATE STRATEGY
EMOTION ECONOMY
Courtesy of Bespoke Innovations
theintentionalmind.com
“I believe that ethnography is so beneficial that it will spread widely, helping firms in
every industry truly understand customers and adapt to fast-changing markets.”
Ken Anderson, Anthropologist, Intel Research
theintentionalmind.com
Opportunity Space
TIME
COMPLEXITY Quantity & complexity of information
Ability to deal with quantity & complexity of information
Zap Think LLC
COMPLEXITY vs. COPING
traditional market research can
predict trends and anticipate change
TIME
COMPLEXITY
stable
flux
Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association
state of market
simple complex
static
dyna
mic
COMPLEXITY vs. COPING
TIME
COMPLEXITY
Highly complex market & dynamic factors create a cultural flux because all areas are moving simultaneously.
Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association
stable
flux
state of market
simple complex
static
dyna
mic
COMPLEXITY vs. COPING
TIME
COMPLEXITY
Due to Cultural Flux, probing into ‘Areas of Interest’ reveals opportunities for Innovation.
Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association
stable
flux
simple complex
static
dyna
mic
CULTURAL / CORPORATE FLUX
Every aspect of the experience including competition for time and attention is in flux. New perspectives using ethnography are needed to establish a baseline for strategy in today’s larger organizations.
CULTURAL / CORPORATE FLUX
Atlas of Economic Prosperity: Atlas Research Foundation
EMOTIONAL EQUITY
Mapping Building Trigger
AffectionFeelingEmotion
LogicsRecognition
Understanding
EMOTIONAL
LOGICAL
EMOTIONAL EQUITY
INPUT
Engineering Emotional Values in Product Design by Simon Shutte
VALUE=
VIAEMOTIONAL EQUITY
ASPIRATIONCONNECTIONIDENTITYTRUSTEASE-OF-USE
MEETS MY NEEDS
IT WORKS
EMOTIONAL
LOGICAL
I LOVE ITAWARE
(explicit)UNAWARE (implicit)
AWARE (explicit)
UNAWARE (implicit)
MEETS MY NEEDS
EMOTIONAL
RATIONAL
easy to use
simple
efficient
personalized
sharing
intuitive
comfortablefamiliar
customizableinspiring
meaningful
portable
cool
connected
reliable
I LOVE IT
IT WORKS
AWARE (explicit)
UNAWARE (implicit)
EMOTIONAL
RATIONAL
simple
MEETS MY NEEDS
ASPIRATION
EASE-OF-USE
IDENTITY
CONNECTION
TRUST
why they do
it
what people
do
unaw
are
| im
plic
it |
EMOT
IONA
L
a w a r e | e x p l i c i t | LOGICAL
FOCUS GROUPS
FIELD STUDIES1:1 INTERVIEWS
ONLINE SURVEYSBIG DATA
ETHNOGRAPHY
FOCUS GROUPS
FIELD STUDIES1:1 INTERVIEWS
ONLINE SURVEYSBIG DATA
beha
vior
al |
att
itud
e
e v a l u a t i v e
ETHNOGRAPHYre
port
ing
| as
sum
ptio
ns
g e n e r a t i v e
\*
data
fluxstories
“thick data”
“Big Data reveals insights with a particular range of data points, while
Thick Data reveals the social context of and connections between data points. Big
Data delivers numbers; thick data
delivers stories.” !
- Tricia Wang, EthnographyMatters.net
RAPID ETHNOGRAPHY
WE DON’T HAVE TIME FOR THIS”
I believe if they had invested a handful
of weeks in rapid ethnography, they
would have saved themselves years of
misdirected work.
- Ellen Isaacs, PARC Ethnographer
RAPID ETHNOGRAPHY
Rapid ethnography is
characterized by a short cycle of in-depth interviews and observation at key contextual times. Goals are to tell stories and reveal insights.
!
!
!
RAPID ETHNOGRAPHY
!• Targeted hypothesis initiated by
market research (surveys, analytics, etc.)
• Representative sample used to observe & create context-focused
journey maps and behavioral personas.
• Collection methods include video ethnography, digital diaries, micro-surveys.
!
!
!
!
INTEGRATE INTO CYCLES OF INNOVATION
ETHNO PROBING: Utilize rapid ethnography to establish areas of priority and needs.
STORYTELLING: Tell stories via video, audio and journey mapping
Utilize methods alongside existing data & research, for both evaluative and generative results. INSIGHT STUDIES: Diary Studies
over time monitor real-time, ongoing use and retention
RAPID ETHNOGRAPHY
ETHNO-PROBING
Image from Pearson Education | gotoresearch
ETHNO-PROBING
Ethno-probing allows for a representative sample to be explored in depth to reveal insights and new perspectives. !• N=24; N=36 Remote & In Person In
Depth Interviews (IDI’s) used for initial data collection
• Behavioral segmentation &
emotional drivers are created.
• Insights can be further probed using quantitative methods to validate patterns.
ETHNO-PROBING
Ethno-probing allows for a representative sample to be explored in depth to reveal insights and new perspectives. !• N=24; N=36 Remote & In Person In
Depth Interviews (IDI’s) used for initial data collection
• Behavioral segmentation &
emotional drivers are created.
• Insights can be further probed using quantitative methods to validate patterns.
Image from Fabien Girardin
ETHNO-MINING
Ethno-mining is a combination
of ethnographic methods blended with big data. One method informs the other, using initial probing to provide insights, while using data to probe deeper into patterns and behavior.
Image from Social Interest Group | gotoresearch
ETHNO-MINING
!
!• ‘Enterprise Listening’ tools provide
large scale patterns based on sentiment on public and social platforms
!• ‘Sentiment Analysis’ gives hints to
reaction, attitude and behavior on a large scale.
!• Tools only go so far to reveal the
“what” while ethnography digs
deeper to reveal the “why.” !
STORYTELLING
VIDEO STORYTELLING
VIDEO ETHNOGRAPHY
vv
AUDIO STORYTELLING
BEHAVIORAL JOURNEY MAPPING
Boarding Preparing
Emotion
Behavior Journey
Pain point
Needs
···
Place
Activity
Context
Garage at House Home
upset annoyed happy dozy embarrassed worried boring
Purchasing
New Car Dealership
With girlfriend Driving from home to meet a customer
Product sales, in a relationship with one child (9 yrs), lives with his girlfriend and daughter in a house in the suburbs. Reyes, Nick (30 yrs).
“Frugal Tech”
Prepares to leave home Checks Google Maps for arrival time and traffic
Finds a car to lease with his partner. They will both share this
car
Needing to make compromises to stay in budget
Likes that leasing allows him to not be too committed to this car
Confident that he won’t have any unexpected expenses because of
the warranty with the lease
An inexpensive and all-in-one car
Checks GasBuddy on his phone
Brings work samples from the trunk to the back seat
of the car Puts personal phone in holder on windshield and his work phone in
cup holder
Needs one phone at eye level to see GPS
A way to check his phones while keeping his eyes on the road and hands on the wheel
Retrieves keys, personal phone and work phone
from night stand
Checks emails and texts on his phone one last time
before leaving home
Wants to find the cheapest gas station to stop at on
the way He wants to have these samples handy when he
meets the client Connects personal Android to radio through AUX and starts playing his favorite podcast. He can change the volume
using the remote control for his after-market radio that he
attached to his steering wheel.
Worried about meeting his client on time
because he’s running late
Needing his car to be versatile so that it looks nice for customers but is also a practical car for his family
Needs his car to know where to find the cheapest
gas along his route
Finding the samples he wants in his trunk
A better organization system for his trunk
Behavioral Journey Mapping
allows for key segment journeys to be documented, allowing it to scale across multiple demographic and psychographic profiles.
INSIGHT STUDIES
Much of consumer behavior involves everyday routines and practices that
consumers do not actively think about. !
And when asked, they do not necessarily
come to talk about — or do not even know how to talk about— these routines and patterns.
Interpretive Marketing Research: Using Ethnography In Strategic Market Development Johanna Moisander
INSIGHT STUDIESMixed methods of research are used to gain a variety of perspectives with studies lasting from 3-wks to 3-mos. !• In-Depth Contextual or Remote
Interviews are conducted at the start and finish of the study. !
• Ongoing Diary Studies gather self-reported activities and moderated prompts. !
• Weekly remote interviews follow up on self-reporting.
!
Insight Reviews every few weeks bring the product or marketing team in real-time.
Ongoing usage is mapped back to experience, highlighting issues, behavior and a quantitative view of the overall experience. !• These methods are scalable
and applicable to multiple development cycles.
!• An ongoing panel can be
created to track more than on boarding and customer service on a quant level.
INSIGHT STUDIES
PRODUCT MENTALITYSTRATEGY & CULTURE
TRADITIONALsilo’d organzation
PROGRESSIVEexperience driven
UXUX
UX
UX
FROM !
Siloed Thinking !
Engineering / Spec-Driven !
Marketing Mindset !
Error Correction (i.e. blame) !
Set Timeframe & Launch Date
Marketing Knows the Customer
Data-Driven
MATCH STRATEGY & CULTURE
TO !
Collaborative Cross-Functional Teams !
Experience | Ease-of-Use-Driven !
Product Mindset !
Iterative Cycles Naturally Improve !
“Lean” » Adaptable Process !
Continuous Real-Time Feedback !
Story-Driven
“At its core, all business is about making bets on human behavior.”
- Wall Street Journal, March 2014Christian Madsbjerg and Mikkel B. Rasmussen
Emotion is the new brand value. It
cannot be bought, it is earned
through trust over time. If you are
not meeting actual needs, your product will fail. !- Emotion Economy, Kelly Goto
Ethos, or the ethical appeal, means to convince an audience of the author’s credibility or character. [TRUST]
Pathos, or the emotional appeal, means to persuade an audience by appealing to their emotions. [EMOTION]
Logos, or the appeal to logic, means to convince an audience by use of logic or reason. [LOGIC]
www.phlegyas.com aristotle circa
BEYOND USABLE
BEYOND USABLE
THANK YOU!
Kelly Goto @go2girl