Creating the Customer Connection - Ethnographic Research: An Applied Method for Consumer Insights

Presented by: Cara L. Woodland, Vice President of Customer Insights, Innovation Focus

In-depth understanding of your consumer and their environment is one of the most important factors in creating a product or service. This presentation is a way for you to understand new and exciting ways of connecting with your customer using methods taken from anthropology and ethnography. The focus of this live session will cover topics such as:

What is ethnography?
What are the advantages and disadvantages of ethnography?
When is ethnography an appropriate tool to use or not?
Techniques and tools used to enhance ethnography
Data collection tools and methods
Recruiting difficulties and special requirements in ethnography projects
Client involvement vs. outside consultant involvement
Case study examples of applied ethnography