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 […]

Four Elements of a Successful Brand Extension

While executives rightly proceed with caution when considering brand extensions, the rewards of success are substantial. Although Apple’s is, rightfully, the darling of the hour (the iPod, iPad and iPhone are shining examples), Apple is certainly not unique. Other powerful brands that have created enormous equity by extending into unlikely categories include Amazon and Virgin. […]