laura winn johnson ethnography - 2011
TRANSCRIPT
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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
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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!
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Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
What’s the Problem?
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Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Gaps & Limitations of Traditional Research
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Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
The Need – Bridging the Gap
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Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Key Questions an Authentic Observational Framework Can Address
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Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
What’s the Solution?
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Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Ethnography…with Creativity; Needs Broader Framework
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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
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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
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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
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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 :
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Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Technology: Leveraging Infinite – and Growing – Possibilities Facilitates more robust 360° view
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Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Self-observation: Seeing the Unseeable
Respondent as ethnographer’s “eyes and ears”
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Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Longitudinal Observation: Authenticity
Hours…Days……Weeks…..Months
OBSERVATION
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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?
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Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Thank You
Laura Winn Johnson, CMI
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Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Ray Poynter The Future Place
Laura Winn Johnson CMI
Q & A
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Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Laura Winn Johnson, CMI (678) 805-4040
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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