Ethnography vs. Contextual Interviews: Methods Matter

Methods matter. It’s often assumed that an open-ended interview is ethnography and the reasons for the confusion are understandable, but an ethnographically-informed approach, which a contextual interview can certainly be, is not the same thing as a true ethnographic project.  Contextual interviews, which rely on self-report data, and ethnography, which focuses on observed data through […]

The Importance of Learning Participant Observation

Teaching and learning is interactive. Despite the fact that learning is all-pervasive in our life, there is no single, universal theory of how people learn. There are two major schools of thought concerning the learning process: one consists of behavior theories, the other of cognitive theories. Cognitive theorists view learning as a function of purely […]

Gen X and Travel Marketing

There’s a fixation with youth. There’s also a fixation with Boomers. But do a little math and it becomes abundantly clear that Gen-Xers, who are currently age 40-54, are naturally the up-and-coming (or recently-there) empty nesters as of 2019. And that spells opportunity. Gen Xers won’t be seniors for another 10 to 15 years. They’re […]

Why REAL Ethnography Still Matters

Fieldwork takes us to strange places. It allows us to come face to face with unexpected moments of both clarity and confusion, which can, in fact, spark innovation. I once spent a day with a 29 year old man who made about $600K a year running all things web-related for a major clothing designer. He lived […]

The Wonder of Fear

Fear may be as old as life on Earth. It is fundamental, a deeply wired reaction that evolved over the course of eons to protect organisms against threats, real and imagined. Fear may be as simple as a cringe of an antenna in a snail that is touched, or as complex as existential meltdowns in […]

Challenges of Chinese Beer

The beer market is a fickle place. Tastes change with the season and fashion is as much a part of the selection process as flavor. But beer behavior is hooked intrinsically to tradition, culture, and myth. It likes its regular place at the bar and distrusts strangers. So even with the rise of craft brews […]

Mythology, It’s What’s For Dinner

Mythology is perhaps the most archaic and profound record we have of our collective spirit. From the inception of cave art, and presumably long before that, we find myth and myth-making as a fundamental element in relating to the mysteries of life, the cosmos and the world around us. It goes beyond recounting the day’s […]

Marketing Is Poetry

 ‘TWAS a death-bed summons, and forth I went By the way of the Western Wall, so drear On that winter night, and sought a gate– The home, by Fate, Of one I had long held dear. I can still recite that bit of poetry without much effort. The custom of memorizing poetry in public school […]

Fostering a More Creative Work Environment: Purpose, Power, and Politics

Creativity and innovation are always in demand.  Well, to be more accurate, the ideas of wanting creativity and innovation are always in demand. The reality is often far different. Most of us recognize the necessity of creative processes at work, regardless of whether we’re taking about strategic planning, insights development, product design, or the next big […]

What Can We Learn From Esports?

Esports are still in their infancy when compared to the lengthy traditions of traditional sports. Hell, it’s debated whether they even are a sport (though I would be inclined to say it’s not really relevant – just tune into ESPN’s multitude of channels and there are any number of things being broadcast they may or […]