Articles tagged with Ethnography:
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JUN
24
To build consumer loyalty, Office Max launched a study of what women look for when they buy office supplies
BusinessWeek,
June 24, 2009 —
"Life is beautiful. Work can be, too." So ends a fantastical commercial for the office supplies company, OfficeMax (OMX), which aired in cinemas earlier this year.
More than just a new marketing campaign, the ad reflects a new direction for a company that had previously based its competitive strategy on price and location
APR
21
Wall Street Journal,
April 21, 2009 —
The packaged-food industry has long touted itself as recession-proof. Strapped consumers are shattering that assumption, setting off a frenzy in the nation's supermarket aisles and cooking labs.
In the last quarter of 2008, consumer spending on food fell by an inflation-adjusted 3.7% from the previous quarter — its steepest drop in 62 years, the Commerce Department said. So, food giants are racing to adapt to what they believe is a lasting shift in eating and shopping habits.
APR
14
The Walt Disney Company is relying on the insights of Kelly Peña, or “the kid whisperer,” to help reassert itself as a cultural force among boys.
New York Times,
April 14, 2009 —
Kelly Peña, or “the kid whisperer,” as some Hollywood producers call her, was digging through a 12-year-old boy’s dresser drawer here on a recent afternoon. Her undercover mission: to unearth what makes him tick and use the findings to help the Walt Disney Company reassert itself as a cultural force among boys.
NOV
2008
Brandweek,
November 2, 2008 —
While marketers have appreciated the value of distinctive design for some time now—at least since Apple and Target started making it a key differentiator about a decade ago—design thinking is something else. The premise is that if you tap a designer, or a designer's problem-solving approach, to tackle standard business problems, you will get game-changing results.
OCT
2007
Study Up: Ethnography Is Often Misused. Here's How to Use It Effectively to Get the Most Out of It
Advertising Age,
October 8, 2007 —
With rapid cultural transformation happening all around us, one headline has been largely missed:
People Are Getting Harder to Understand (and You Thought it Was Just Your Spouse!).
While much has been written about shifts in the way people consume cultural content (from a "push" to a "pull" model, from monologue to conversation, from mass to niche channels), much less has been made of corresponding shifts in the way we express ourselves, and what that means for research.
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