Part 2 - Context: What primary, qualitative research provides, that no other means can

This is where lab settings and quantitative methods fail. Sure there are focus groups, and other qualitative and quantitative methods that can be interesting in a lab setting, but they are only telling part of the story, and the accuracy of that story can be questionable (I’m not going to debate focus groups in this post). What is missing is context, which illustrates what people do, not just what they say they do as well as all of the things that go on around what they are doing. This knowledge can lead to insights and innovations that could only be gained by in-context observations.

In-context research reveals many more options than the ones that you bring to a focus group, or that your participants can think up or rationalize on the spot. It shows us things that maybe aren’t recognized as important, but really are.

Who cares what your product is supposed to do. If you don’t understand how it actually fits into people’s real lives then you will never be able to truly design a good product or experience and then market it properly.

By understanding the context that surrounds products and services, we are able to suggest innovations, improvements and communications that truly resonate with people. The upfront costs of this are definitely more expensive, but the ROI on this investment will definitely have positive ROI if done right.

Part 1 - Inherent Understanding: What primary, qualitative research provides, that no other means can

When we talk about ethnography, we often talk about what it is going to do for design or marketing communication. What is often unrecognized, (always reality once you’ve done it) is that it is a powerful means of discovery and business immersion for us, the agency, on behalf of our clients - of course in addition to the plethora of design and communication insights that will be garnered.

Yes, as anthropologists, consultants and marketers, it is our job to immerse ourselves in our client’s business. However, there is only so much that can be gained from stakeholder interviews and existing research immersion. I’d suggest that this can get us 80% there. But, it’s that other 20% that can really make business-changing differences.

By actually meeting with current and future customers/users, we get an understanding that gets us closer to an etic (insider) understanding, which can only lend to us being more successful on behalf of our clients. The process of designing, conducting, analyzing, and synthesizing custom research provides a level of insights and empathy that cannot be gained through other means.

Furthermore, there is a clear difference in the caliber of insights, innovation, and design that is produced from people who truly understand the business, the marketplace AND consumers, when compared to those who don’t.

While a 12-week, global ethnographic study need not be necessary, some form of primary, immersive customer research is always worth fighting the good fight for.

New Series: What primary, qualitative research provides, that nothing else can

In my next attempt at a blog series, I'd like to discuss and solicit conversation about the unique benefits of primary, qualitative (hopefully ethnographic!) research.

It is something that as anthropologists and researchers in business we are constantly struggling to argue and articulate. This becomes particularly interesting for marketers "In the Age of Analytics." If we have data, why do we need more?

I've created an initial list of topics that I hope to cover. This is clearly just a start, and I hope that as a community, we can come up with a comprehensive list and seal-tight articulation. As such, please feel free to agree, disagree, edit and add.

For Starters:

• Business Immersion
• Context
• "Why?!"