Context and the Changing Mobile Landscape

Marketers increasingly think about consumers in complex ways. It is understood that in a changing digital landscape, the context in which they learn and shop influences what messages we deliver and how we deliver them.  But we rarely define “context”. It is one thing to design a usable app that conforms to human factors and […]

Sampling: Why Individuals Don’t Matter

We spend a lot of time talking about samples when talking with our clients.  Samples are constructed differently in ethnography than for focus groups or surveys. Ethnographers sample settings and interactions as much as individual people. The individual is rarely the unit of analysis.  Sample is defined in the social interaction and the contexts in […]