Part 3 - Inspiration: What primary, qualitative research provides, that no other means can

Another reason that I love primary qualitative research is the output. Ethnography in its best form is multi-media and multi-dimensional. It’s a combination of text, video, voice, and photographs. Most importantly, a key tenet of ethnography is storytelling.

Unfortunately, I can’t tell you the number of research deliverables or presentations I’ve seen that clearly have no shelf life beyond that single moment in time. They are boring, wordy, and full of numbers. Ad Age recently wrote about how this is hurting the industry here. So tell me, why spend thousands of dollars on research that is a one-hit wonder?

We all know the power of good storytelling. Ethnography and other in-context methods can produce some really amazing stories told through narrative and video. When compiled properly they are not only insightful, but they are inspirational and they live well beyond the research deliverable and final presentation.

It’s amazing how we or our clients can tell a story about one of our customers, but when you hear it from the horses mouth in a video or audio clip, it has exponential power. Time and again I’ve seen stories like these retold again and again, up through the ranks even to the C-Suite of Fortune 500 companies. This is a power that I have yet to see from quantitative research - but I'm sure some people get inspired by numbers :)

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.