Two interesting posts by Danish photographer and visual ethnographer Jacob Langvad Nilsson:
Business ethnography as a key strategy for international brands
When penetrating new markets, two critical mistakes seem to repeat themselves. The first mistake involves thinking that because it is already a big and recognizable brand, its potential consumers will be overwhelmingly impressed when the products becomes available in a new market. The second mistake is for the business to think that solely relying on macro-economic data and quantitative research methods will suffice to understand the aspirations and needs of its consumers.
If a brand builds its consumer insight on data derived from an endless list of questions, it will help little more than to re-affirm pre-conceived notions. Fortunately today, smart brand executives are becoming increasingly aware of the potential value in a more thorough use of ethnographic research. A meaningful market research today is build on immersive studies combining participant-observations with social behavior analyses to build a holistic understanding of the consumer based on patterns of behavior.
Business ethnography: the new middle-class consumer
What does a modern, informed teenager from São Paulo have in common with his New York counterpart? Probably more than with another teenager from his own country but from a smaller city like Manaus, the capital city of the state of Amazonas and Brazil’s seventh largest city. Ethnographic studies show that culture and consumer behavior across the world capitals are more comparable than within a country’s capital and its second- and third-tier cities. This does not suggest that the average, middle-class teenager from Manaus has everything in common with another from a place like Hyderabad (India), Chongqing (China), or Krasnoyarsk (Russia). However, it does imply that they are all witnessing an incredible economic development of their countries, and together, with the rest of their generation, they are in fact the driving force behind it.
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.
Why the world needs anthropologists – Coming out of the ivory tower Location: Padua, Italy, Centro Culturale Altinate/San Gaetano Date and time: Friday, 5 December 2014, 13:00 – 18:00 Padua, Italy, 5 December 2014 – The second edition of the international symposium of applied anthropologists attempts to erase the boundary between ‘pure’ and ‘applied’ anthropology, […]
Last year Experientia designed the interface of an ATM of UniCredit, a major Italian bank. The interface is now rolled out across the bank’s ATMs in Italy, to great satisfaction of the bank and the customers alike, since interaction speed is much faster and error rates went down dramatically. Last year UniCredit and Experientia also […]
In September 2014 Experientia gave a presentation on working as UX professionals with financial institutions at the EPIC conference in New York. The paper is now available on the EPIC site in HTML and PDF versions (free registration req’d). Abstract Application of a user-centered approach rooted in ethnographic methodologies facilitates a major European bank’s transition […]
Experientia president Michele Visciola is one of the keynote speakers at User Friendly 2014, the annual user experience conference of UXPA China, to be held in Wuxi, China, 13 to 16 November. The theme of the 11th conference is the “new era of the experience economy,” thus underlining the importance of transferring UX concepts and […]
An upcoming event is encouraging anthropologists to “come out of their ivory towers” and work more closely with their colleagues in the field, in order to bridge the gap between “pure” and “applied” anthropology. The international symposium “Why the world needs anthropologists” (Facebook page) will be held on 5 December 2014 in Padua, Italy. Experientia […]