A Presentation from the NewMR Ethnography & Market Research Event - May 25, 2011 A 360° Brand View : Identifying New Opportunities for Your Business Laura Winn Johnson, CMI
Event sponsored by Square Holes All copyright owned by The Future Place and the presenters of the material For more information about Square Holes http://www.squareholes.com/ For more information about NewMR events visit newmr.org
A 360° Brand View : Identifying New Opportunities for Your Business Laura Winn Johnson! 2299 Perimeter Park Dr. Atlanta, GA 30341 678-805-4040
CMI!
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
What’s the Problem?
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Gaps & Limitations of Traditional Research
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
The Need – Bridging the Gap
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Key Questions an Authentic Observational Framework Can Address
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
What’s the Solution?
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Ethnography…with Creativity; Needs Broader Framework
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Broader Framework: 360° View
Lifestyle Brands
Category Behaviors
Values
Target Segment
Category Influences
Priorities Category Philosophies
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Perspective
Key is to Combine Methods; Customized for Business and Research Needs
Multi-method Research
Technology
Self Observation
Longitudinal
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Combining Methods: Mix and Match
Focus Groups Case Studies Voice of the Customer
Tools In-Depth One-on-One Interviews Observational/Ethnography
Usability Labs
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Which Method is Best?
Digital :
In-person :
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More comfortable with web
Doing the activity frequently
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Unfamiliar/New to stakeholders
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Geographically-dispersed or rural
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Niche or difficult-to-recruit
Less comfortable with web
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Need to understand family dynamics
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Conflicting behaviors (tend to report one thing, but hunch that they do another)
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Doing the activity sporadically, infrequently
Evaluating the decision over time Topics that are sensitive and personal (anonymity)
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Technology: Leveraging Infinite – and Growing – Possibilities Facilitates more robust 360° view
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Self-observation: Seeing the Unseeable Respondent as ethnographer’s “eyes and ears”
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Longitudinal Observation: Authenticity OBSERVATION Hours…Days……Weeks…..Months
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
What Makes Ethnography Successful?
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Impartial/Independent – No vested interest
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Creativity to tailor methods – No boilerplate
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“Connect the dots” – Not for anyone with a video camera!
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Consultative approach – Blending social science rigor, business application
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Facilitation of learning and action within an organization Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Thank You
Laura Winn Johnson, CMI
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Q&A
Laura Winn Johnson CMI
Ray Poynter The Future Place
Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
Laura Winn Johnson, CMI (678) 805-4040
[email protected] Speaker Laura Winn Johnson, CMI Research, USA NewMR Ethnography, May 25, 2011
A Presentation from the NewMR Ethnography & Market Research Event - May 25, 2011 A 360° Brand View : Identifying New Opportunities for Your Business Laura Winn Johnson, CMI
Event sponsored by Square Holes All copyright owned by The Future Place and the presenters of the material For more information about Square Holes http://www.squareholes.com/ For more information about NewMR events visit newmr.org
