As marketers we are targeted on our goal audiences, usually updating, studying and studying more approximately how our users have interaction with our merchandise. We do our research, recognize the demographics, create person personas, music user behaviors, and use these datapoints to target every audience section accurately.
But does this deliver us the entire photo?
Ethnography is another tool to expertise, one that is wanted to triumph over any biases or assumptions. Ethnography is understanding how the cease users have interaction with the product or services being presented, at some point of the ENTIRE lifecycle of the product (from aisle to disposal) and using that statistics to recognize how or what to regulate.
Focus Groups, Customer Research, Interviews
These strategies are crucial in knowledge customers, but they each have their limits. It is human nature to want to thrill, to offer the best, “correct” solutions. Respondents frequently forget about info or miss information they don’t consider is crucial.
Interpreting responses in these areas can result in:
Improperly worded solutions
Concluding that patients lied
Limited front stop studies
Incomplete or misguided up the front assumptions that cause centered questions
Take a cue from investigators: they perform interviews, research, surveys, but they also constantly visit the scene. They see for themselves the details that reports and interviews neglected or failed to see. They do re-enactments to research the reputedly minute information of a state of affairs or occasion.
Shadowing or following customers, observing with our products or services permits us to uncovered extra info, find greater patterns and consistency in makes use of, problems, or misuses to higher help us meet the wishes and interests of our customers.