––by Michael Koch, Insight Guide
Navigates the research, visual strategy and storytelling terrain.
Ethnography has been called descriptive anthropology. Knowing the descriptors of your target demographic is critical.
When the Design Ethnography process is utilized in a corporate environment, a unique perspective is created that suddenly connects strategy, production and distribution.
Design ethnography intentionally emphasizes research (outreach), insight (outthinking) and interaction (outcomes).
“The explosive growth of ethnography in consumer research has reached a level wherein many Fortune 100 corporations regularly employ ethnographic approaches.” (Malefyt, 2009: 201)
This insightful information allows C-levels to make decisions smarter and faster.
Design Ethnography creates and enhances the user experience in both B2B and B2C environments. Through research, observation, polling, documentation, and interviewing, a strategic agenda and message is easier to achieve.
“Ethnography is employed by corporations not so much to explore cultural issues of shared values and trends but, rather, as a method to probe the individual and categorize the self.” (Malefyt, 2009: 202)
Using Design Ethnographic practices, a corporation can develop a more authentic and influential story, helping to create a sense of trust, which improves customer loyalty. This may come in the form of improved and personal User Experiences at every point of customer contact. The corporation’s message is now poignant and directed.
Ethnography creates intellectual property, and therefore, can be translated into real dollars.
Michael Koch, Insight Guide