A Different Approach to Focus Groups

When something becomes a running joke on every sitcom since the 80s, you know it’s been overdone. The traditional focus groups is overdone. But I don’t think the focus group, or something akin to it more precisely, is dead. It’s an imperfect methodology but it has its place and it can be done well – if […]

Moderating vs. Learning

Let me state that I am not a moderator. I am an ethnographer, an anthropologist, and a strategist. And while both moderators and ethnographers speak to people, they are not the same thing. This isn’t just a matter of semantic difference, it is at the heart of how practitioners execute their work and how they practice their […]

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 […]

Why Methodology and Theory Matter for Marketing

Some years ago I had someone interject into a conversation that the work we had done was “just a theory.”  I decided to ask just what the word “theory” meant to him and the response was hardly a surprise – a theory is an idea, plain and simple. It is subjective, a novel thought based on […]

Obsessing Over Bias

Recognizing and understanding research bias is crucial for determining the utility of study results and an essential aspect of decision making in marketing. Research plans that lack clear mechanisms to minimize bias are unlikely to be viewed favorably and the end results dismissed. But what are the rules for qualitative research studies? Whenever I am […]

Art as a Research Method

Research is not as objective as many of us would like to believe. We construct complex statistical models, fret over leading questions, and sometimes cloak ourselves in the complexities of science mystery. But in doing so we sometimes miss the bigger point – we’re here to discover, innovate, and find insights that inspire people.  Good […]

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 1: Hemophilia

David has hemophilia. Three days a week, he wakes up, showers, dresses, and sticks a needle into a vein. He’s been doing this since he was a child. He does this three days a week, for fifteen minutes each time, because if he doesn’t, a fall or scrape can land him in the hospital – […]

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 […]

From Personas to Stories: Creating Better Tools for Design and Marketing

Design ethnography takes the position than human behavior and the ways in which people construct meaning of their lives are contextually mitigated, highly variable and culturally specific. on the central premise of ethnography is that it assumes that we must first discover what people actually do and why they do it before we can assign […]