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24#según


Chauncey Zalkin
                  Ethnography and
                  communication


                                                                    Derived from the discipline of anthropology,
                                                                    ethnography goes deeper to reveal real habits,
                                                                    unmet needs and new business opportunities like
                                                                    never before. Introducing a tool to cut through
                                                                    the maze of confusion in a new marketplace.
                                                                                Fotografía Lluís Bernat, BPMO photo
                                                                                Estilismo Rosa Baldrich




                          I n the fall I presented an eth-
                            nography seminar in Barcelona.
                          During the session, I relayed
                                                                subjectivity and flexibility is crucial
                                                                to the value of this kind of work.
                                                                My own history with ethnography
                                                                                                              I gained the discipline to trans-
                                                                                                              form fresh insights into strategic
                                                                                                              positioning, it was a struggle to
                          stories of media-producing eleven     emerged quite by accident. In                 get the powers-that-be to give
                          year olds, rap industry insid-        1999 after getting a degree in cul-           much credence to my immersive
                          ers who vehemently denied the         tural studies from the New School             approach.
                          validity of one client’s research,    with a thesis on Vogue Magazine               It’s a tough sell, proselytizing free
                          and stuffed animal nostalgia that     and a few editorial jobs, I started           flowing research methods when
                          offered insight into grown up         a pre-blog era website called                 the marketing department needs
                          identity. It was a mixed bag to say   Girlonthestreet.com where I                   numbers, measurement, and
                          the least. But that’s what I do; I    published an obsessive list of the            proof; but that is precisely why
                          wade through the messy reality of     deals swarming around the tech                ethnography is a discipline that
                          contemporary life in order to find    and media sector and combined                 serves marketing, development,
                          the nuances that offer opportunity    those with observations from the              and operations, all at the same
                          and change.                           streets of New York. I was driven             time - and is a case for why these
                                                                                                              areas should work more closely
                             The key of This Type of research are:                                            together. Discovery leads to in-
                                    become a parTicipanT; be aware of                                         sights. Insights lead to action and
                          your own subjecTiviTy; lisTen wiThouT prejudice                                     measurable testing - much easier
                                                                                                              to do in small doses in today’s
                          Ethnography comes from an-            by a desire to connect the dots.              manufacturing and communica-
                          thropology. It’s a kind of research   Over time I amassed a following               tions environment - and in the
                          writing where the author priori-      of likeminded creative young en-              end, all parties from the consum-
                          tizes open discovery over proving     trepreneurial women and a social              er to the board of directors can
                          a predetermined theory. The end       network. Marketing firms and ad               gain clarity and renewed focus.
                          product should take the viewer        agencies caught on. They hired                The key three principles of this
                          on a journey instead of providing     me to dig for insights and trans-             type of research, boiled down,
                          the client with one big rational      late them into business terms.                are: become a participant; be
                          conclusion. Against most tradi-       Eventually I became an account                aware of your own subjectivity;
                          tional market research protocol,      planner at ad agencies and while              listen without prejudice.
según#25
26#según


 Get honest insights                        might lead you to create a product      The observer’s journey                 lary that was most natural for the
 The benefit of unfiltered observa-         like the guys at Jamba Juice did        When you embark on ethnogra-           group we spent time with.
 tion is that you can see things            – a healthy delicious smoothie          phy, make sure you are record-         We’ve experienced a sea change
 that people are simply unable to           with energy boosters available at       ing not only your observations,        in the way we live. As our frame-
 tell you about their behavior. For         convenient, hip, and clean Jamba        but also your changing thoughts        work continues to splinter into
 instance, someone in a focus               Juice locations all over the U.S.       and feelings. An ethnographer          finer threads of communication
 group might tell you they sit down         It’s a lunch you can have in transit    should be part of the research         and stimuli, we have to look at
 with a salad every day at noon but         or at your desk. Or you could           and be transformed by it. For a        the market as an ever-flowing
 spend time with them, and before           create a food storage system with       loungewear brand targeted to           continuum of give and take. We
 you know it they’re wrist-deep in          a chilled component, or compact         young women and older teens,           have to stop thinking ‘us’ and
 a bag of french fries exiting a Mc-        healthy meals to eat on the go,         I researched the role of stuffed       ‘them’. That old divide no longer
 Donalds drive-through window.              and so on. Ethnography is a way         animals because it tied into           exists. We have to look at our
 When people get comfortable,               to find out how people really live      the iconography of the brand.          consumers as the people they
 they start to be themselves. They          with existing products. Most often      I gathered a group of young            are instead of as the bottom line
 might intend to eat a sit-down             products have a second life not in-     trendsetters and opened up             or a demographic that will re-
 meal every day and really think            tended by the manufacturer. Keep        the exploration. What emerged          spond to a message. The social
 that’s what they do but the reality        your eyes open for discoveries.         was an interesting connection          network universe is an ideal place
 could be far different. This insight       Then, and only then, is it really le-   between childhood nostalgia and        to start.
                                            gitimate for you to start to develop    young adult romance. I explored
                                            your theories and test them.            how cuteness becomes sensual-          Expect the unexpected
                                            So how do we get there? How             ity and what that meant for the        Take a highly successful teen
                                            do we get inside? First you find        equity of the brand. This led to       anti-tobacco campaign for ex-
                                            the right people. Be as strate-         rich storytelling opportunities that   ample. It had been awhile since
                                            gic about this process as any           lent depth to the brand.               they’d done any teen research
                                            other. Not just any subject will        The purpose of ethnography is          and they weren’t sure they really
                                            do. Small samples are encour-           not to justify a preconception, nor    needed to. Psychologically, teens
                                            aged. It’s quality and depth, not       is it to rationalize a company’s       are not that different decade
                                            quantity and breadth, that count.       existence. If you try to push an       after decade. But culturally,
                                            Find insiders who are articulate,       agenda, it’s a waste of time. For      they absolutely are. I picked ten
                                            dynamic, and demonstrative. You         a classic men’s fashion brand,         teens from around the U.S., boys
                                                                                                                           and girls from 11 to 17 years of
  abouT... chauncey Zalkin                  you’d be surprised how much people                                             age. I asked the kids to keep a
  Chauncey Zalkin is an ethnographer,             wanT To share wiTh you if you show sincere                               daily diary of all of their media
  brand strategist, and freelance writer.
  She attended Bennington College and            curiosiTy and respecT for differences                                     and technology activities for one
  the New School for Social Research                                                                                       week and to observe two of their
  in New York and graduated in 1996.        can find them through natural           a trip around the U.S. brought         friends in the process.
  In 1999, she founded the Webby no-        networks, through recruitment           out the insight that your average      What I got back was robust, reve-
  minated Girlonthestreet.com covering
                                            companies who will pinpoint the         ‘Joe’ between the ages of 28-35        latory, and visually rich material.
  trends from the street while providing
  insights for advertising and marketing    people leading purchases and            working in middle management           First off, everyone was obvi-
  clients before becoming a senior brand    cultural shifts, or through an eth-     with traditional expectations for      ously technology obsessed. The
  strategist and resident trends expert     nographer who has the resources         marriage and job advancement           sixteen and seventeen year olds
  at Crispin Porter + Bogusky and MFP,
                                            to do both.                             is just not comfortable with the       sent a lot of texts, downloaded a
  leading strategy on brands as diverse
  as Coca-Cola, Perry Ellis, Victoria’s     After you’ve found your group,          amount of pressure being put           lot of music, and put pictures on
  Secret, truth, L’Oreal, and Louisiana     open your mind and be humble.           on him to be fashionable too.          Facebook. But it became clear
  Pacific lumber. What Women Make,          You’d be surprised how much             We looked at how this could be         that the younger kids were the
  www.whatwomenmake.com, is her
  newest project and an evolution of her    people want to share with you if        an opportunity to relate to men,       most active producers of digital
  continued dedication to showcasing        you show sincere curiosity and re-      however uncomfortable it was to        content. The boundary between
  female designers and creative entre-      spect for differences. An ethnog-       present to the client. The result      producers and consumers was
  preneurship around the world. If you
                                            rapher goes in one end somewhat         was a campaign unlike any other        blurring and it was evident in just
  want to learn more, you can contact
  her at chaunceyzalkin@gmail.com.          blank and comes out the other           men’s fashion campaign out             the span of one teen generation.
                                            end full of new information.            there, one that used the vocabu-       The future is theirs.

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Getting Immersive - Real Insights that Mean Something. Innovate the future.

  • 1. 24#según Chauncey Zalkin Ethnography and communication Derived from the discipline of anthropology, ethnography goes deeper to reveal real habits, unmet needs and new business opportunities like never before. Introducing a tool to cut through the maze of confusion in a new marketplace. Fotografía Lluís Bernat, BPMO photo Estilismo Rosa Baldrich I n the fall I presented an eth- nography seminar in Barcelona. During the session, I relayed subjectivity and flexibility is crucial to the value of this kind of work. My own history with ethnography I gained the discipline to trans- form fresh insights into strategic positioning, it was a struggle to stories of media-producing eleven emerged quite by accident. In get the powers-that-be to give year olds, rap industry insid- 1999 after getting a degree in cul- much credence to my immersive ers who vehemently denied the tural studies from the New School approach. validity of one client’s research, with a thesis on Vogue Magazine It’s a tough sell, proselytizing free and stuffed animal nostalgia that and a few editorial jobs, I started flowing research methods when offered insight into grown up a pre-blog era website called the marketing department needs identity. It was a mixed bag to say Girlonthestreet.com where I numbers, measurement, and the least. But that’s what I do; I published an obsessive list of the proof; but that is precisely why wade through the messy reality of deals swarming around the tech ethnography is a discipline that contemporary life in order to find and media sector and combined serves marketing, development, the nuances that offer opportunity those with observations from the and operations, all at the same and change. streets of New York. I was driven time - and is a case for why these areas should work more closely The key of This Type of research are: together. Discovery leads to in- become a parTicipanT; be aware of sights. Insights lead to action and your own subjecTiviTy; lisTen wiThouT prejudice measurable testing - much easier to do in small doses in today’s Ethnography comes from an- by a desire to connect the dots. manufacturing and communica- thropology. It’s a kind of research Over time I amassed a following tions environment - and in the writing where the author priori- of likeminded creative young en- end, all parties from the consum- tizes open discovery over proving trepreneurial women and a social er to the board of directors can a predetermined theory. The end network. Marketing firms and ad gain clarity and renewed focus. product should take the viewer agencies caught on. They hired The key three principles of this on a journey instead of providing me to dig for insights and trans- type of research, boiled down, the client with one big rational late them into business terms. are: become a participant; be conclusion. Against most tradi- Eventually I became an account aware of your own subjectivity; tional market research protocol, planner at ad agencies and while listen without prejudice.
  • 3. 26#según Get honest insights might lead you to create a product The observer’s journey lary that was most natural for the The benefit of unfiltered observa- like the guys at Jamba Juice did When you embark on ethnogra- group we spent time with. tion is that you can see things – a healthy delicious smoothie phy, make sure you are record- We’ve experienced a sea change that people are simply unable to with energy boosters available at ing not only your observations, in the way we live. As our frame- tell you about their behavior. For convenient, hip, and clean Jamba but also your changing thoughts work continues to splinter into instance, someone in a focus Juice locations all over the U.S. and feelings. An ethnographer finer threads of communication group might tell you they sit down It’s a lunch you can have in transit should be part of the research and stimuli, we have to look at with a salad every day at noon but or at your desk. Or you could and be transformed by it. For a the market as an ever-flowing spend time with them, and before create a food storage system with loungewear brand targeted to continuum of give and take. We you know it they’re wrist-deep in a chilled component, or compact young women and older teens, have to stop thinking ‘us’ and a bag of french fries exiting a Mc- healthy meals to eat on the go, I researched the role of stuffed ‘them’. That old divide no longer Donalds drive-through window. and so on. Ethnography is a way animals because it tied into exists. We have to look at our When people get comfortable, to find out how people really live the iconography of the brand. consumers as the people they they start to be themselves. They with existing products. Most often I gathered a group of young are instead of as the bottom line might intend to eat a sit-down products have a second life not in- trendsetters and opened up or a demographic that will re- meal every day and really think tended by the manufacturer. Keep the exploration. What emerged spond to a message. The social that’s what they do but the reality your eyes open for discoveries. was an interesting connection network universe is an ideal place could be far different. This insight Then, and only then, is it really le- between childhood nostalgia and to start. gitimate for you to start to develop young adult romance. I explored your theories and test them. how cuteness becomes sensual- Expect the unexpected So how do we get there? How ity and what that meant for the Take a highly successful teen do we get inside? First you find equity of the brand. This led to anti-tobacco campaign for ex- the right people. Be as strate- rich storytelling opportunities that ample. It had been awhile since gic about this process as any lent depth to the brand. they’d done any teen research other. Not just any subject will The purpose of ethnography is and they weren’t sure they really do. Small samples are encour- not to justify a preconception, nor needed to. Psychologically, teens aged. It’s quality and depth, not is it to rationalize a company’s are not that different decade quantity and breadth, that count. existence. If you try to push an after decade. But culturally, Find insiders who are articulate, agenda, it’s a waste of time. For they absolutely are. I picked ten dynamic, and demonstrative. You a classic men’s fashion brand, teens from around the U.S., boys and girls from 11 to 17 years of abouT... chauncey Zalkin you’d be surprised how much people age. I asked the kids to keep a Chauncey Zalkin is an ethnographer, wanT To share wiTh you if you show sincere daily diary of all of their media brand strategist, and freelance writer. She attended Bennington College and curiosiTy and respecT for differences and technology activities for one the New School for Social Research week and to observe two of their in New York and graduated in 1996. can find them through natural a trip around the U.S. brought friends in the process. In 1999, she founded the Webby no- networks, through recruitment out the insight that your average What I got back was robust, reve- minated Girlonthestreet.com covering companies who will pinpoint the ‘Joe’ between the ages of 28-35 latory, and visually rich material. trends from the street while providing insights for advertising and marketing people leading purchases and working in middle management First off, everyone was obvi- clients before becoming a senior brand cultural shifts, or through an eth- with traditional expectations for ously technology obsessed. The strategist and resident trends expert nographer who has the resources marriage and job advancement sixteen and seventeen year olds at Crispin Porter + Bogusky and MFP, to do both. is just not comfortable with the sent a lot of texts, downloaded a leading strategy on brands as diverse as Coca-Cola, Perry Ellis, Victoria’s After you’ve found your group, amount of pressure being put lot of music, and put pictures on Secret, truth, L’Oreal, and Louisiana open your mind and be humble. on him to be fashionable too. Facebook. But it became clear Pacific lumber. What Women Make, You’d be surprised how much We looked at how this could be that the younger kids were the www.whatwomenmake.com, is her newest project and an evolution of her people want to share with you if an opportunity to relate to men, most active producers of digital continued dedication to showcasing you show sincere curiosity and re- however uncomfortable it was to content. The boundary between female designers and creative entre- spect for differences. An ethnog- present to the client. The result producers and consumers was preneurship around the world. If you rapher goes in one end somewhat was a campaign unlike any other blurring and it was evident in just want to learn more, you can contact her at chaunceyzalkin@gmail.com. blank and comes out the other men’s fashion campaign out the span of one teen generation. end full of new information. there, one that used the vocabu- The future is theirs.