25 January 2012

Business ethnography as a key strategy for international brands

Be the first to share

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.

Be the first to share
22 July 2016
[Book] Overcomplicated (or when systems go feral)
Overcomplicated: Technology at the Limits of Comprehension by Samuel Arbesman Current (Penguin Randomhouse), July 2016 256 pages Abstract Why did the New York Stock Exchange suspend trading without warning on July 8, 2015? Why did certain Toyota vehicles accelerate uncontrollably …
22 July 2016
A nudge toward participation: Improving clinical trial enrollment with behavioral economics
A nudge toward participation: Improving clinical trial enrollment with behavioral economics Eric M. VanEpps, Kevin G. Volpp and Scott D. Halpern (University of Pennsylvania) Science Translational Medicine - 20 Jul 2016 Vol. 8, Issue 348, pp. 348fs13 Interventions informed …
18 July 2016
Ethnographic research to improve the City of New York’s digital services
A team including the Public Policy Lab (a New York City non-profit) worked with New York City's Chief Digital Officer and her staff to use ethnographic research to develop the New York City Digital Playbook …
28 June 2016
Politicians need to commit to ethnographic research if they want to understand people
Business anthropologist Simon Roberts has campaigned hard for the "Remain" side in the UK referendum and is deeply disappointed. He now explores a topic that I too have been arguing for some time now: Politicians, …
11 June 2016
Reflecting on the Enterprise UX conference
Anthropologist and UX professional Natalie Hanson attended the Enterprise UX conference in San Antonio, Texas this week. The conference is dedicated to delivering useful, delightful, and humane experiences to people who work for and in …
6 June 2016
How To Design With Discipline: UX Lessons From 3M
The 3M Health Care Business Group follows a strict UX design process that allows for complexity—but isn't overly complex. Jerry Cao and Eileen Conway report on the UX approach at 3M in Fast Company, and explain …
1 May 2016
Report: User Experience and Usability in Complex Systems
User Experience and Usability in Complex Systems Final Report 1/2015 FIMECC (Finnish Metals and Engineering Competence Cluster) November 2015, 225 pages Five years ago, some of Finland’s metals and engineering industry companies were looking for new ways to tackle …
14 April 2016
Anthropology is not only undersold, it’s misunderstood
Dr. John Sherry, Director of Business Innovation Research at Intel, says in an long profile on Epicpeople that anthropology is not only undersold, but also misunderstood: People too often talk about ethnography as a tool for …

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.

22 June 2016
A united energy economy: Experientia helps wrap up the CITYOPT Nice pilot project

Can behavioral change address local energy issues, raise people’s awareness energy consumption issues, and directly support non-profit organizations at the same time? With the Nice pilot of the CITYOPT project, we have seen strong suggestions that it can. It also suggests that the sense of belonging to a local community is a strong motivation for […]

23 May 2016
Experientia white paper: “Conducting clinical trials is about working with patients”

Patient-centricity is one of the defining issues facing clinical trials in the pharma industry. The past few years have seen a growing awareness by pharmaceutical companies of the importance of patient-centricity – but they have also illustrated that not everyone is clear on just what patient-centricity is, or how to achieve it. After using UX […]

12 April 2016
The latest on innovation in Energy Efficient Buildings: annual round-up of EU Commission projects

Every year, the Energy-efficient Buildings (EeB) Public Private Partnership (PPP) publishes the EeB PPP project review – a round-up of energy-efficiency projects that have been co-funded by two European Commission schemes. This year, the print and digital booklet design was done by Experientia, in particular by our talented visual and interaction designer Dohun Jang. Experientia […]

8 March 2016
Behavioral modeling – Shaping cultural change and behavioral evolution

One of the things we do here at Experientia that really sets us apart from other UX agencies is behavioral modeling. Our cognitive and behavioral models go beyond the standard customer journeys and personas (both useful tools, and often preliminary steps to behavioral modeling) to create frameworks that can be used to make people more […]

1 March 2016
Singapore’s main newspaper on Experientia’s design with the elderly

Arti Mulchand reports in the Straits Times, Singapore’s main newspaper, on Experientia’s “Design for Ageing Gracefully” project: Putting faces to end-users early in the design process is changing the way designers and organisations are approaching products aimed at Singapore’s growing elderly demographic. Experientia’s ethnographic study, which was commissioned by DesignSingapore Council in a collaboration with […]

18 January 2016
Experientia website completely reshaped

Experientia is pleased to announce that we’ve started 2016 with a brand new website. Experientia’s now officially 10 years old, and we decided that the best way to celebrate is by building a new website that showcases our growth – with new projects, new people in the staff, and two new locations in Lausanne and […]

See all articles