12 June 2006

The ethnography of marketing [Business Week]

Be the first to share

Computer use in India
The new core competency is ethnography. Companies use it to gain insights into the culture and behavior of their customers. But the demands of business are different from those of an anthropologist doing field research. The most obvious is speed. Where anthropologists may take years to do one study, businesses need results in weeks.

The other difference is scope. Global corporations need detailed consumer data from dozens of cultures. In China, the coast and desert, north and south, have different cultures. In India, there are over 100 languages, dozens of castes, and major differences in religion. Companies must gather and compare huge amounts of information.

To address this issue, the Institute of Design under Patrick Whitney and Associate Professor Vijay Kumar have developed the User Insight Tool, an ethnographic methodology designed specifically for business. It relies on disposable cameras, field notebooks, and special software that teases out new understandings from consumer observations.

Read full story
Read Business Week profile on Patrick Whitney
– NEW: Read Steve Portigal reflection on this story

Be the first to share
30 January 2016
Design thinking for museums
The Design Thinking for Museums site is the outcome of a 2012 partnership between the San Francisco Museum of Modern Art (SFMOMA) and Stanford’s Hasso Plattner Institute of Design (d.school). It is conceived as a …
30 January 2016
[Book] Asian Perspectives on Digital Culture
Asian Perspectives on Digital Culture: Emerging Phenomena, Enduring Concepts Edited by Sun Sun Lim, Cheryll Soriano Routledge, 2016 214 pages Abstract In Asia, amidst its varied levels of economic development and diverse cultural traditions and political regimes, the Internet and …
29 January 2016
[Report] Consumers more frustrated by smart home apps than devices
New report by Argus Insights suggests disappointing apps break user experience, may cause decline in consumer delight over time. The Smart Home ecosystem comprises both hardware devices and software apps and together they are supposed to …
27 January 2016
Human-machine interactions and the coming age of autonomy
Melissa Cefkin is a Principal Scientist & Design Anthropologist at Nissan Research in Silicon Valley where she explores the potential of having autonomous vehicles as interactive agents in the world. In an article that was published …
27 January 2016
Remaking Ford into a user experience-driven company
Ford CEO Mark Fields recently declared that Ford would be remade as a user-experience driven company: "We have obviously a lot experience in the car business, over 113 years, and our differentiation is going to be …
26 January 2016
The computational anthropologist
When people think of quantitative analytics, big data, and statistics, they rarely picture an anthropologist. The truth is that although anthropology is well known for gathering qualitative data, anthropologists are trained to understand all kinds …
26 January 2016
[Book] Every Thing We Touch: A 24-Hour Inventory of Our Lives
Every Thing We Touch: A 24-Hour Inventory of Our Lives [Tumblr page] by Paula Zuccotti Viking Books, November 2015 256 pages What's the first thing we touch when we wake up? How do our favourite things reveal our hopes and …
22 January 2016
The power of creativity from below
Anthropologist Michael Thompson believes in the power of creativity from below in solving some of the smaller and bigger problems of our time. "People generally are very creative and innovative. Many anthropological case studies have shown …

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.

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 […]

1 January 2016
For when things get personal…
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 […]

See all articles