Do Awards Matter? Hell Yes They Matter!

I read recently that awards in the ad industry have lost meaning, that they now longer matter. While I would agree that their relevance has changed, overlooking their role in landing (and retaining) business shouldn’t be ignored. So how important to advertisers are the creative awards in reality? In this era of data and technology, […]

Taking Clients Along for the Ride

In the last few years, ethnography has shifted from a novel and often misunderstood methodology to a do-it-or-die necessity in many marketers’ and product designers’ tool kits. The idea of ethnography has a logical appeal for business clients; market intelligence born from the homes and hearts of customers. It’s an ethnographer’s job to talk to […]

Getting Over Ourselves: Make research meaningful

The other day I was privy to a discussion by a researcher who was decidedly upset about having to “dumb down” the research report he had completed. The client was impressed by the depth of the work, but equally frustrated with the seemingly academic depth of the language of the report and the use of […]

Writing Your RFP Response

Landing a new client is, as everyone knows, a difficult process. For every ten RFP responses your write, only a handful will result in actual work. And when you consider the effort that goes into building an RFP response, that means many hours of work that result in very little payoff. But it’s important to […]

Writing Case Studies, Not White Papers

When we were in college, particularly those of us who came out of the social sciences, we tended to write volumes when given the task of reporting. I recall regularly churning out 50 pages or more every week at times.  For better or for worse, many researchers, ethnographers in particular, have come to think of […]

Hire Me: “Selling” Good Ethnography

The term “ethnography” has been used fairly loosely and expectations about the work and final outcomes vary as much as the people calling themselves ethnographers. Businesses have embraced ethnography with mixed reactions and mixed results.  Ethnography has become as much a $10 word for those who feel at ease interviewing people in a “natural” setting […]

Good Clients, Bad Clients

A while back I was having a conversation over drinks with an old advertising colleague that had made the transition from the vendor side of things to the client side. As we talked, the conversation turned to the client/vendor relationship and what was most important in producing positive business results, good clients or good firms?  […]

Taking Your Clients With You.

Perhaps naively, many ethnographers assumed that we would work in a vacuum when they learned their trade. We’d go into the field – people’s homes, workplaces, and leisure areas – and then report to clients what we learned. However, we soon realize that some clients take us literally when we state ethnography will bring them […]