April 2-3, 2019
Ethnographic research is the study of human behavior in the context of socio-cultural systems and everyday practices. In a business context, it has proven its worth as a uniquely rich methodology for deeply understanding consumer and shopper behavior in context, to answer a wide range of research questions, for example:
Mobile ethnography is a fairly recent innovation that addresses some of the limitations of in-person ethnographies. Mobile helps the ethnographic researcher observe and engage with participants longitudinally and asynchronously, capturing events as they occur. However, it has some serious limitations as a stand-alone methodology and unfortunately there is still a degree of confusion and over-claim around its appropriate use.
This presentation will explore a fascinating multi-method study of parenting culture and practices in three EU countries, India and China, offering conclusions and explaining how both in-person and mobile ethnography were used to explore culture, behavior, product usage, unmet needs and decision journey. It will recommend when and how to conduct mobile ethnography as a stand-alone method or as part of a multi-method study and cover executional dos and don’ts.
Based on recent experience at Worldpay, this presentation will attempt to answer the following questions: How do you change your company’s perception of market research from just “corporate overhead” to a [...]
Emotions are an integral part of purchasing behavior in many categories but when and how do they influence consumer behavior? To answer this question, we designed and fielded two large [...]