The document discusses the importance of engagement and ethnography for understanding customer behavior. It states that engagement results from an exchange between brands and users, but to successfully engage people, one must identify their motivations and triggers beyond just digital interactions. Ethnography is presented as a tool to provide context behind customer data by gaining insights into people's experiences and behaviors. Conducting ethnographic research requires structure, employing methods like interviews and observations to develop compelling stories and uncover surprising insights that can help connect business opportunities to customer relevance.
24. CONNECTING
INSIGHTS TO
BUSINESS
OPPORTUNITIES.
In order to be engaging, brands need to be relevant.
25.
26.
27.
28. "There are probably 10 people claiming to do
ethnographic research for each person who actually knows
how to do it.”
!
Stephen Wilcox, Ph.D., founder of Design Science
35. STRUCTURE
1. Business context - Gather all the quantitative data you can. Dive in.
2. Objectives - Get all the stakeholders aligned on research goals.
3. Hypothesis - Determine what you need to test or find out.
4. Audience - Identify relevant participants. Determine the right location and context.
5. Methods - Decide on appropriate research methods and design research tools.
6. Research Brief - Write a well-informed and constructive brief.
7. Research - Document and collect data
8. Analysis - Synthesise data, look for patterns and develop compelling storyboard.
9. Outcomes - Present findings in storytelling fashion
10. Follow up - Determine follow-up research
43. 1. MARKET FIT
TO DETERMINE WHETHER THE PRODUCT
YOU OFFER SOLVES AN ACTUAL
PROBLEM OF THE CUSTOMER.
How they get inspired to buy vs. how they actually buy
44. 2. INNOVATION
TO OFFER COMPETITIVE ADVANTAGE
BY SETTING NEW STANDARDS.
Designing a great hair-removal product by talking to a trans-sexual.
45. 3. DISRUPTION
TO CREATE NEW MARKETS AND ESTABLISH NEW
BUSINESS MODELS BY LEVERAGING LOCAL HACKS.
Creating a disruptive mobile money transfer service by talking to micro-lenders.