Emotion Economy: Ethnography as Corporate Strategy

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Transcript of Emotion Economy: Ethnography as Corporate Strategy

  • Kelly Goto @go2girl

    #emotioneconomy

    EMOTION ECONOMY:ETHNOGRAPHY AS CORPORATE STRATEGY

  • EMOTION ECONOMY

    Courtesy of Bespoke Innovations

  • theintentionalmind.com

  • I believe that ethnography is so beneficial that it will spread widely, helping firms in

    every industry truly understand customers and adapt to fast-changing markets.

    Ken Anderson, Anthropologist, Intel Research

    theintentionalmind.com

  • Opportunity Space

    TIME

    COMPLEXITY Quantity & complexity of information

    Ability to deal with quantity & complexity of information

    Zap Think LLC

    COMPLEXITY vs. COPING

  • traditional market research can

    predict trends and anticipate change

    TIME

    COMPLEXITY

    stable

    flux

    Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association

    state of m

    arket

    simple complex

    static

    dyna

    mic

    COMPLEXITY vs. COPING

  • TIME

    COMPLEXITY

    Highly complex market & dynamic factors create a cultural flux because all areas are moving simultaneously.

    Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association

    stable

    flux

    state of m

    arket

    simple complex

    static

    dyna

    mic

    COMPLEXITY vs. COPING

  • TIME

    COMPLEXITY

    Due to Cultural Flux, probing into Areas of Interest reveals opportunities for Innovation.

    Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association

    stable

    flux

    simple complex

    static

    dyna

    mic

    CULTURAL / CORPORATE FLUX

  • Every aspect of the experience including competition for time and attention is in flux. New perspectives using ethnography are needed to establish a baseline for strategy in todays larger organizations.

    CULTURAL / CORPORATE FLUX

    Atlas of Economic Prosperity: Atlas Research Foundation

  • EMOTIONAL EQUITY

  • Mapping Building Trigger

    AffectionFeelingEmotion

    LogicsRecognition

    Understanding

    EMOTIONAL

    LOGICAL

    EMOTIONAL EQUITY

    INPUT

    Engineering Emotional Values in Product Design by Simon Shutte

    VALUE=

  • VIAEMOTIONAL EQUITY

    ASPIRATIONCONNECTIONIDENTITYTRUSTEASE-OF-USE

  • MEETS MY NEEDS

    IT WORKS

    EMOTIONAL

    LOGICAL

    I LOVE ITAWARE

    (explicit)UNAWARE (implicit)

  • AWARE (explicit)

    UNAWARE (implicit)

    MEETS MY NEEDS

    EMOTIONAL

    RATIONAL

    easy to use

    simple

    ecient

    personalized

    sharing

    intuitive

    comfortablefamiliar

    customizableinspiring

    meaningful

    portable

    cool

    connected

    reliable

    I LOVE IT

    IT WORKS

  • AWARE (explicit)

    UNAWARE (implicit)

    EMOTIONAL

    RATIONAL

    simple

    MEETS MY NEEDS

    ASPIRATION

    EASE-OF-USE

    IDENTITY

    CONNECTION

    TRUST

  • why they do

    it

    what people

    do

    unaw

    are

    | im

    plic

    it |

    EMOT

    IONA

    L

    a w a r e | e x p l i c i t | LOGICAL

    FOCUS GROUPS

    FIELD STUDIES1:1 INTERVIEWS

    ONLINE SURVEYSBIG DATA

    ETHNOGRAPHY

  • FOCUS GROUPS

    FIELD STUDIES1:1 INTERVIEWS

    ONLINE SURVEYSBIG DATA

    beha

    vior

    al |

    att

    itud

    e

    e v a l u a t i v e

    ETHNOGRAPHYre

    port

    ing

    | as

    sum

    ptio

    ns

    g e n e r a t i v e

    \*

    data

    flux

    stories

    thick data

  • Big Data reveals insights with a particular range of data points, while Thick Data reveals the social context of and connections between data points. Big Data delivers numbers; thick data delivers stories. !

    - Tricia Wang, EthnographyMatters.net

  • RAPID ETHNOGRAPHY

  • WE DONT HAVE TIME FOR THISI believe if they had invested a handful of weeks in rapid ethnography, they would have saved themselves years of misdirected work.

    - Ellen Isaacs, PARC Ethnographer

  • RAPID ETHNOGRAPHY

    Rapid ethnography is characterized by a short cycle of in-depth interviews and observation at key contextual times. Goals are to tell stories and reveal insights.

    !

    !

    !

  • RAPID ETHNOGRAPHY

    ! Targeted hypothesis initiated by

    market research (surveys, analytics, etc.)

    Representative sample used to observe & create context-focused journey maps and behavioral personas.

    Collection methods include video ethnography, digital diaries, micro-surveys.

    !!!

    !

  • INTEGRATE INTO CYCLES OF INNOVATION

    ETHNO PROBING: Utilize rapid ethnography to establish areas of priority and needs.

    STORYTELLING: Tell stories via video, audio and journey mapping

    Utilize methods alongside existing data & research, for both evaluative and generative results. INSIGHT STUDIES: Diary Studies

    over time monitor real-time, ongoing use and retention

    RAPID ETHNOGRAPHY

  • ETHNO-PROBING

  • Image from Pearson Education | gotoresearch

    ETHNO-PROBING

    Ethno-probing allows for a representative sample to be explored in depth to reveal insights and new perspectives. ! N=24; N=36 Remote & In Person In

    Depth Interviews (IDIs) used for initial data collection

    Behavioral segmentation & emotional drivers are created.

    Insights can be further probed using quantitative methods to validate patterns.

  • ETHNO-PROBING

    Ethno-probing allows for a representative sample to be explored in depth to reveal insights and new perspectives. ! N=24; N=36 Remote & In Person In

    Depth Interviews (IDIs) used for initial data collection

    Behavioral segmentation & emotional drivers are created.

    Insights can be further probed using quantitative methods to validate patterns.

  • Image from Fabien Girardin

    ETHNO-MINING

    Ethno-mining is a combination of ethnographic methods blended with big data. One method informs the other, using initial probing to provide insights, while using data to probe deeper into patterns and behavior.

  • Image from Social Interest Group | gotoresearch

    ETHNO-MINING

    !! Enterprise Listening tools provide

    large scale patterns based on sentiment on public and social platforms

    ! Sentiment Analysis gives hints to

    reaction, attitude and behavior on a large scale.

    ! Tools only go so far to reveal the

    what while ethnography digs deeper to reveal the why.

    !

  • STORYTELLING

  • VIDEO STORYTELLING

  • VIDEO ETHNOGRAPHY

    vv

  • AUDIO STORYTELLING

  • BEHAVIORAL JOURNEY MAPPING

    Boarding Preparing

    Emotion

    Behavior Journey

    Pain point

    Needs

    Place

    Activity

    Context

    Garage at House Home

    upset annoyed happy dozy embarrassed worried boring

    Purchasing

    New Car Dealership

    With girlfriend Driving from home to meet a customer

    Product sales, in a relationship with one child (9 yrs), lives with his girlfriend and daughter in a house in the suburbs. Reyes, Nick (30 yrs).

    Frugal Tech

    Prepares to leave home Checks Google Maps for arrival time and traffic

    Finds a car to lease with his partner. They will both share this

    car

    Needing to make compromises to stay in budget

    Likes that leasing allows him to not be too committed to this car

    Confident that he wont have any unexpected expenses because of

    the warranty with the lease

    An inexpensive and all-in-one car

    Checks GasBuddy on his phone

    Brings work samples from the trunk to the back seat

    of the car Puts personal phone in holder on windshield and his work phone in

    cup holder

    Needs one phone at eye level to see GPS

    A way to check his phones while keeping his eyes on the road and hands on the wheel

    Retrieves keys, personal phone and work phone

    from night stand

    Checks emails and texts on his phone one last time

    before leaving home

    Wants to find the cheapest gas station to stop at on

    the way He wants to have these samples handy when he

    meets the client Connects personal Android to radio through AUX and starts playing his favorite podcast. He can change the volume

    using the remote control for his after-market radio that he

    attached to his steering wheel.

    Worried about meeting his client on time

    because hes running late

    Needing his car to be versatile so that it looks nice for customers but is also a practical car for his family

    Needs his car to know where to find the cheapest

    gas along his route

    Finding the samples he wants in his trunk

    A better organization system for his trunk

    Behavioral Journey Mapping allows for key segment journeys to be documented, allowing it to scale across multiple demographic and psychographic profiles.

  • INSIGHT STUDIES

  • Much of consumer behavior involves everyday routines and practices that consumers do not actively think about. !

    And when asked, they do not necessarily come to talk about or do not even know how to talk about these routines and patterns.

    Interpretive Marketing Research: Using Ethnography In Strategic Market Development Johanna Moisander

  • INSIGHT STUDIESMixed methods of research are used to gain a variety of perspectives with studies lasting from 3-wks to 3-mos. ! In-Depth Contextual or Remote