B2B Ethnography and Rethinking the Problem

Understandably, the first question a B2B marketer is going to ask is, “why should I care about ethnography?”  After all, if they are in the business of selling steel to manufacturers, their chief concerns are cost, not color palates. Rather than getting into a lengthy discussion about how subconscious cues impact a marketing campaign and […]

Ethnography and the B2B Marketer: Wake the Hell Up.

Not long ago I heard a B2B marketer ask, “why should I care about ethnography?”  After all, if they are in the business of selling steel to manufacturers, their chief concerns are cost, not color palates or cultural norms. But culture drives all our interactions and having a set of mindset that thinks differently from […]