Sunday, September 24, 2006
Ethnogagement
'Ethnogagement' - the fusion of engagement and ethnography is a real undiscovered gem of the on-line panel. My feelings on this were cemented after reading the first chapter of 'Juicing the Orange' by Fallon and Senn. I quote:
"Be relentless in your interrogation of the target market until you find this proprietary advantage."
And how do we actually do that? Well of course the Focus Group / In-depth is and always has been a key ally. Yet now we can go further. If we want to understand people and how they interact with our brand / product / service then we must observe them in their world. Ethnographic techniques do exactly that. The panel leads to two distinct advantages over the traditional method of doing this:
- it is ongoing, so we can observe at different points in time and in truly different environments
- we can use new technologies such as SMS and digital cameras, phone cameras to capture richness and flavour closer to the point of transaction / moment of truth and capture the participants own world, not a world with the researcher in it
I see this as having a big influence for idea generation or creating genuine 'Blue Oceans'. What do you say? Engage with people in what they are passionate about - they will provide you the answers to move your marketing forward. Your brain and their brain is a powerful concoction, better than using the respondents ears and hands.
Juicing the Orange - www.juicingtheorange.com
"Be relentless in your interrogation of the target market until you find this proprietary advantage."
And how do we actually do that? Well of course the Focus Group / In-depth is and always has been a key ally. Yet now we can go further. If we want to understand people and how they interact with our brand / product / service then we must observe them in their world. Ethnographic techniques do exactly that. The panel leads to two distinct advantages over the traditional method of doing this:
- it is ongoing, so we can observe at different points in time and in truly different environments
- we can use new technologies such as SMS and digital cameras, phone cameras to capture richness and flavour closer to the point of transaction / moment of truth and capture the participants own world, not a world with the researcher in it
I see this as having a big influence for idea generation or creating genuine 'Blue Oceans'. What do you say? Engage with people in what they are passionate about - they will provide you the answers to move your marketing forward. Your brain and their brain is a powerful concoction, better than using the respondents ears and hands.
Juicing the Orange - www.juicingtheorange.com
