Emotion Economy: Ethnography as Corporate Strategy

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Kelly Goto @go2girl #emotioneconomy EMOTION ECONOMY: ETHNOGRAPHY AS CORPORATE STRATEGY

Transcript of Emotion Economy: Ethnography as Corporate Strategy

Page 1: Emotion Economy: Ethnography as Corporate Strategy

Kelly Goto @go2girl

#emotioneconomy

EMOTION ECONOMY:ETHNOGRAPHY AS CORPORATE STRATEGY

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EMOTION ECONOMY

Courtesy of Bespoke Innovations

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theintentionalmind.com

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“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

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Opportunity Space

TIME

COMPLEXITY Quantity & complexity of information

Ability to deal with quantity & complexity of information

Zap Think LLC

COMPLEXITY vs. COPING

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traditional market research can

predict trends and anticipate change

TIME

COMPLEXITY

stable

flux

Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association

state of market

simple complex

static

dyna

mic

COMPLEXITY vs. COPING

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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 market

simple complex

static

dyna

mic

COMPLEXITY vs. COPING

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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

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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 today’s larger organizations.

CULTURAL / CORPORATE FLUX

Atlas of Economic Prosperity: Atlas Research Foundation

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EMOTIONAL EQUITY

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Mapping Building Trigger

AffectionFeelingEmotion

LogicsRecognition

Understanding

EMOTIONAL

LOGICAL

EMOTIONAL EQUITY

INPUT

Engineering Emotional Values in Product Design by Simon Shutte

VALUE=

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VIAEMOTIONAL EQUITY

ASPIRATIONCONNECTIONIDENTITYTRUSTEASE-OF-USE

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MEETS MY NEEDS

IT WORKS

EMOTIONAL

LOGICAL

I LOVE ITAWARE

(explicit)UNAWARE (implicit)

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AWARE (explicit)

UNAWARE (implicit)

MEETS MY NEEDS

EMOTIONAL

RATIONAL

easy to use

simple

efficient

personalized

sharing

intuitive

comfortablefamiliar

customizableinspiring

meaningful

portable

cool

connected

reliable

I LOVE IT

IT WORKS

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AWARE (explicit)

UNAWARE (implicit)

EMOTIONAL

RATIONAL

simple

MEETS MY NEEDS

ASPIRATION

EASE-OF-USE

IDENTITY

CONNECTION

TRUST

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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

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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

fluxstories

“thick data”

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“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

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RAPID ETHNOGRAPHY

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WE DON’T HAVE TIME FOR THIS”

I 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

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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.

!

!

!

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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.

!

!

!

!

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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

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ETHNO-PROBING

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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 (IDI’s) used for initial data collection

• Behavioral segmentation &

emotional drivers are created.

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

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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 (IDI’s) used for initial data collection

• Behavioral segmentation &

emotional drivers are created.

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

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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.

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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.” !

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STORYTELLING

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VIDEO STORYTELLING

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VIDEO ETHNOGRAPHY

vv

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AUDIO STORYTELLING

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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 won’t 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 he’s 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.

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INSIGHT STUDIES

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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

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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

Interviews are conducted at the start and finish of the study. !

• Ongoing Diary Studies gather self-reported activities and moderated prompts. !

• Weekly remote interviews follow up on self-reporting.

!

Insight Reviews every few weeks bring the product or marketing team in real-time.

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Ongoing usage is mapped back to experience, highlighting issues, behavior and a quantitative view of the overall experience. !• These methods are scalable

and applicable to multiple development cycles.

!• An ongoing panel can be

created to track more than on boarding and customer service on a quant level.

INSIGHT STUDIES

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PRODUCT MENTALITYSTRATEGY & CULTURE

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TRADITIONALsilo’d organzation

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PROGRESSIVEexperience driven

UXUX

UX

UX

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FROM !

Siloed Thinking !

Engineering / Spec-Driven !

Marketing Mindset !

Error Correction (i.e. blame) !

Set Timeframe & Launch Date

Marketing Knows the Customer

Data-Driven

MATCH STRATEGY & CULTURE

TO !

Collaborative Cross-Functional Teams !

Experience | Ease-of-Use-Driven !

Product Mindset !

Iterative Cycles Naturally Improve !

“Lean” » Adaptable Process !

Continuous Real-Time Feedback !

Story-Driven

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“At its core, all business is about making bets on human behavior.”

- Wall Street Journal, March 2014Christian Madsbjerg and Mikkel B. Rasmussen

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Emotion is the new brand value. It

cannot be bought, it is earned

through trust over time. If you are

not meeting actual needs, your product will fail. !- Emotion Economy, Kelly Goto

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Ethos, or the ethical appeal, means to convince an audience of the author’s credibility or character. [TRUST]

Pathos, or the emotional appeal, means to persuade an audience by appealing to their emotions. [EMOTION]

Logos, or the appeal to logic, means to convince an audience by use of logic or reason. [LOGIC]

www.phlegyas.com aristotle circa

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BEYOND USABLE

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BEYOND USABLE