Every once in a while, in the course of my day, I find myself wondering: how I ended up in this line of work, traveling around the country spending countless hours engaging with people in their kitchens and cars, shopping with them online and in stores, watching them work and play? Back as an anthropology grad student, I never imagined this is where I would end up. In the Caribbean, yes. In Africa, perhaps. But in the living rooms of… Continue reading
Here’s the multi-million dollar question – What does the consumer want? Until recently, market researchers have relied on traditional methods like focus groups and surveys to understand the mind of the consumer. But after decades of looking at quantitative data, forward-thinking decision makers instinctively know there has to be a better way.
There is a better way – ethnography. Ethnography provides executives with a real-world understanding of consumer preferences, motivations, and needs by examining the environments consumers inhabit and the… Continue reading