Skip to main content

Why Marketers Need Ethnographic Research

Dave Friedman of Avenue A | Razorfish is one of the few people from a major ad agency that has written about the value of ethnographic research. In a recent column for Chief Marketer he shared the following perspective. Besides, the practical application of Ethnography is relatively unknown to technology sector marketing practitioners.

In contrast, harnessing the fundamental skills of consumer observation and storytelling are key aspects of the 'scenario design' approach that we utilize to perform needs-based customer segmentation here at GeoActive Group USA.
When marketers contemplate the behavior of online consumers, many focus on determining what consumers are doing, paying little attention to 'why' they might be doing it. Unfortunately, the answers to many online problems cannot be found through analytics. Though analytics is great for identifying problems in technology or site design and the way consumers interact with these tools, it cannot help you understand the forces driving online consumer behavior, which should be a key consideration prior to designing any kind of Website or application.

This is one of many instances where marketers can extract methodology from a long-established textbook marketing tactic that has proven its effectiveness again and again in the offline world: ethnographic research. Although underutilized by marketers, ethnographic research conducted offline can go a long way to explain or predict consumer behavior in any setting, including the Internet.

Popular posts from this blog

GenAI Revolution: The Future of B2B Sales Apps

When B2B buyers consider a purchase they spend just 17 percent of that time meeting with vendors. When they are comparing multiple suppliers‚ time spent with any one salesperson is 5 or 6 percent. Self-directed B2B buyer online research has already changed procurement. IT vendors are less likely to be involved in solution assessment. Now, more disruptive changes are on the horizon. By 2028, 60 percent of B2B seller work will be executed through conversational user interfaces via Generative Artificial Intelligence sales technologies -- that's up from less than 5 percent in 2023, according to Gartner. Generative AI Market Development "Sales operations leaders and their technology teams must prepare for the convergence of new forms of artificial intelligence, dynamic process automation, and reinvented deal-planning activities that will transform the sales function," said Adnan Zijadic, director analyst at Gartner . According to the Gartner assessment, Generative AI (GenAI) s

GenAI: A New Era in Business Transformation

The advent of artificial intelligence (AI) has ushered in a new frontier of innovation, with Generative AI (GenAI) at the forefront. At the brink of this revolution, it's crucial to understand the current GenAI adoption and its implications for commerce worldwide. A recent poll conducted by Gartner provides valuable insights into this emerging trend and the potential upside opportunities. Generative AI Market Development The poll, which included 1,419 executive leaders, indicates a significant shift in the corporate world's perception and adoption of GenAI. The data reveals that 45 percent of respondents are currently piloting GenAI, while another 10 percent have put it into production. This is a substantial increase from a similar poll conducted in March and April 2023, where only 15 percent were piloting and 4 percent were in production. GenAI is no longer a mere buzzword; it has become a strategic focus for organizations worldwide. As Frances Karamouzis, VP Analyst at Gartne

Industrial and Manufacturing Technology Growth

In an evolving era of rapid advancement, market demand for innovative technology in the industrial and manufacturing sectors is skyrocketing. Leaders are recognizing the immense potential of digital transformation and are driving initiatives to integrate technologies into their business operations.  These initiatives aim to enhance efficiency, reduce costs, and ultimately drive growth and competitiveness in an increasingly digital business upward trajectory. The industrial and manufacturing sectors have been the backbone of the Global Networked Economy, contributing $16 trillion in value in 2021. Industrial and Manufacturing Tech Market Development   This growth represents a 20 percent increase from 2020, highlighting the resilience and adaptability of these sectors in the face of unprecedented challenges, according to the latest worldwide market study by ABI Research . The five largest manufacturing verticals -- automotive, computer and electronic, primary metal, food, and machinery -