MRA enlisted several researchers attending the Corporate Researchers Conference in Dallas this week to report back summaries & insights from the conference sessions. This report from Matt Case (FedEx) is on “Conducting Affordable Ethnography Through Group Focus and Social Media” by Jacob Jasperson, Co-founder and Consultant, Culture Concepts Inc., Jonathan Reinecke, VP of Sales Marketing, 1-For-1 Foods Inc. and Remington Tonar, Co-founder & Consultant, Culture Concepts Inc.
Ethnography, according to Remington and Jacob, is an excellent tool to stimulate innovation or creative thinking.
Two big hurdles: Time and Effectiveness
Ethnography online is akin to digital stalking.
- It is mostly free to use
- Speed saves time
- Many research options
- Large sample sizes
- Works best with younger demos and in the B2C space
- Ethnography focuses on how meaning, ideas and values are shared in cultures
- It has a lot to offer businesses