White Papers.
Ethnography: Your Guide to Doing it RightDiscovery --- Over the past decade, ethnography has been embraced by the business community. But the term “ethnography” has been used fairly loosely and expectations about the work and final outcomes vary as much as the people calling themselves ethnographers. Many researchers who feel at ease interviewing people in a “natural” setting claim to be doing ethnography but this is often not the case. Trained ethnographers do more than talk with people—they rely on a set of analytical tools that take experience and specialized training. Before deciding to use an ethnographic approach to answer your research question, it is imperative to know what to expect from a provider.
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Ethnographic Reconnaissance: Activating the Purchase Decision in the Modern Pet Owner
Discovery --- With pet ownership and animal health consciousness on the rise, marketers have a growing opportunity to serve consumers with companion animals in new and different ways. However, in a market space flooded with “me-too” products, services and messages, pet brands often have difficulty marking new territory. So how can a marketer truly understand today’s pet owner, her purchase patterns and consumption behaviors?
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The Economics of Halloween and Cultural Transgressions
Discovery --- Cultural traditions and celebrations represent a big opportunity for retailers and product manufacturers. But in order to capitalize on a specific occasion, it’s important to know the origins of its cultural transgressions. By understanding the history of cultural celebrations, we can better predict the behavior of celebrants and produce the right products at the right time.
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Hispanic Culture and Beer
An Ethnographic Understanding --- As Hispanic markets expand in the U.S., companies are increasing their consumer research into the demographic mix. Sometimes the results are good, but just as often companies touch only on the superficial, with no in-depth understanding of cultural processes. The research methodologies used are generally conventional––a mix of surveys, focus groups and one-on-one interviews. Unfortunately, these methods, while useful, often overlook key elements that should have a dramatic impact on any marketing approach.
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