28 August 2013

Ethnographic stories for market learning

Be the first to share

The July 2013 issue of the Journal of Marketing (a publication of AMA, the American Marketing Association) describes the results of a comprehensive study (pdf) by Julian Cayla and Eric J. Arnould on the way various organizations use ethnography to better represent the customer’s lived experience to managers.

The authors’ findings highlight how in many leading firms, ethnographic stories play a creatively disruptive role in: 1) challenging firms’ received wisdom about consumer behavior; 2) helping managers walk in the customer’s shoes; and 3) developing new business ideas.

In these three areas (market understanding; consumer empathy; market innovation), ethnographic storytelling has been a driving force in improving the tracking of market evolution, changing the way organizations connect with consumers, and stimulating innovative thinking.

“Although ethnography has become a popular research approach in many organizations, major gaps exist in the field’s understanding of the way it operates in the corporate world, particularly in how ethnography facilitates market learning. Drawing from extensive fieldwork in the world of commercial ethnography, the authors describe how ethnographic stories give executives a unique means of understanding market realities. By working through the rich details of ethnographic stories infused with the tensions, contradictions, and emotions of people’s everyday lives, executives are better able to grasp the complexity of consumer cultures. Overall, this research should help managers leverage the catalytic effects of ethnographic storytelling in their efforts to learn about and understand market contexts.”

Julien Cayla is Assistant Professor of Marketing, Nanyang Business School; Research Fellow at the Institute on Asian Consumer Insight; and Visiting Professor, Euromed Management. Eric J. Arnould is Professor of Marketing, University of Bath, and Visiting Adjunct Professor, Southern Denmark University.

Be the first to share
26 November 2015
50 important customer experience stats for business leaders
Esteban Kolsky is a customer strategist, researcher, keynote speaker, and a consultant (analyst for 15 years, 8 years with Gartner). He believes that research has become a commodity and value has shifted from discovery to …
26 November 2015
How Nissan’s using anthropology to make autonomous cars safe
What happens when robot cars meet complex social interaction, like head nods, horn honks, or even road rage? Dr. Melissa Cefkin "is here to teach autonomous cars how to behave". A design anthropologist based at …
26 November 2015
How brands design customer experiences of the future
In today’s digital age, consumers expect more from the business they support and the products they purchase. Consumers, Macala Wright writes, not only expect great brand experiences, they believe they’re entitled to them. This is …
10 November 2015
Why service design is luxury’s new battleground
Ana Andjelic writes in AdAge that most legacy luxury brands are failing at delivering service, especially online: The fact that most legacy luxury brands fail to successfully create and deliver service is unfortunate. The business of …
5 November 2015
Customer journey mapping is at the heart of digital transformation
Digital technologies such as analytics, mobility, social networks, cloud computing and the Internet of Things are making old ways of working redundant and forcing companies to transform. According to Raman Sapra, global head of Dell’s …
3 November 2015
Another book entitled “The Quantified Self”
The Quantified Self By Gina Neff and Dawn Nafus MIT Press, 264 pp. April 2016 Oops, that is confusing: two books by sociologists on the quantified self movement, both entitled "The Quantified Self" and both appearing in April 2016. …
30 October 2015
[Book] Digital Ethnography
Digital Ethnography: Principles and Practice By Sarah Pink, Heather Horst, John Postill, Larissa Hjorth, Tania Lewis and Jo Tacchi (RMIT University) SAGE Publications October 2015, 216 pages Abstract This sharp, innovative book champions the rising significance of ethnographic research on …
29 October 2015
An ethnography of tax-avoidance experts
Sociologist Brooke Harrington realized that if she were ever going to understand global inequality she would have to become one of the people who helps create it. So she trained to become a wealth manager …

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.

13 October 2015
Experientia report: Design for ageing gracefully

Design for Ageing Gracefully Rethinking Health and Wellness for the Elderly: Public Services Asian Insights & Design Innovation, DesignSingapore Council October 2015

29 September 2015
[Experientia book] Ethnography on elderly health and wellness

As we age, we increasingly depend on public services and the community for support. Well-designed public services can greatly affect the lives of the elderly and their experiences of healthcare. Experientia collaborated with DesignSingapore Council on understanding how the elderly interact with public services and how we can look towards improving their lives with design. […]

2 July 2015
Getting citizens involved in protecting fragile energy environments

A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]

5 May 2015
Experientia designer Dohun YuLuck Jang 유록 in Design 4 Disaster

Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]

16 March 2015
Better Health and Wellbeing: Giving the elderly in Singapore sparkling golden years

Invitation: sharing session, Singapore, 30 March 2015   What are the hopes and fears of the elderly in Singapore? How can designers offer solutions that support the elderly in managing their health and wellness? What can healthcare professionals do to help them keep active? What role can technology play in the elderly’s daily lives? Design consultants […]

1 January 2015
Happy Playful New Year
See all articles