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 […]

Bridging the Qual/Quant Divide

Concern with “big data” have dominated conversations in the past few years. What does “big data” really means? What constitutes “big” versus “small” data? How does “big data” lead to real insights? The promise of data hasn’t played out as planned and we are starting to see a rethinking of how it should be used. […]

Moderating vs. Learning

Let me state that I am not a moderator. At least, not a traditional one. 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 […]

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 […]

What Makes for a Good Journey

A customer journey map is a very simple idea: a diagram that illustrates the steps your customers go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination. It’s nothing new, we’ve all done them or been involved in their development. But what […]

Advertising for a Better World

Advertising is a visible face of business and as such, often takes a fair amount of heat– sometimes deservedly, sometimes not. We are at the heart of every argument against consumerism, questionable corporate practices, etc. And there is some truth to the criticisms that arise. But it’s worth noting that as an industry, we have […]

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 […]