Triangulation: Validating Research and Strategy

One of the central problems we run into when discussing research finds, particularly when we’re using those finding to give strategic direction, is having the research’s validity called into question. I’ve talked over the years a fair amount about the idea of triangulation, but I’ve rarely summed up what it means. Here’s my take in […]

Ethnography, Training, and the Perils of Ethno-Lite

We have a vast spectrum of methodologies at our disposal these days, from attitudinal approaches through to behavioral. From big data to semiotics to ethnography. We also have a wide interpretation of what these terms mean. So let’s talk about ethnography briefly. What ethnography does, or should do, is uncover meaning and complexity through a […]

Fieldwork Part 2: Hemophilia

Coming out of the field, two themes emerged again and again from our research: the idea of rite of passage and the importance of control. Rites of passage in adulthood serve as a symbolic transition into a new state of being, with certain responsibilities, actions, benefits, and social roles. In the case of non-compliant sufferers […]

You Are What You Brand

It sometimes seems lost on people, but consumers have begun to face an important problem: the increased uncertainty about various product attributes. This arises from various asymmetric information consumers have access to, regarding a specific product. Consumers tend to assess certain product attributes in a holistic manner rather than a case by case basis – […]

Finding Balance: Data, FIeldwork, and Creativity

There is perhaps nothing new about the ongoing battle between data and qualitative work, and the influence they have on creativity and design. Data is everything, creativity is dead vs. the argument that creativity is paramount and data is a distraction. Neither position is true, though there is some truth in each argument. The goal […]

Storytelling, Presenting and Getting Past the Stick in Your Bum

The other day I was thinking about how to present findings to a client about what was, frankly, a seemingly dry subject. Numerous stakeholders would be involved and would range from the CMO down to brand managers, product engineers, etc. So, knowing I had a dry subject and a conservative audience, I decided to rethink […]

Ethnographers vs. Moderators: Know What You Are Buying

The other day I was speaking with someone about ethnography and was informed by the person in question that she too was a “moderator.” She, of course, practiced ethnography, such as it is, and informed me she had been “moderating ethnographies” for years.  Yes, it made my skin crawl. Not because someone was crossing disciplinary […]