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 […]

Gen X and Travel Marketing

There’s a fixation with youth. There’s also a fixation with Boomers. But do a little math and it becomes abundantly clear that Gen-Xers, who are currently age 40-54, are naturally the up-and-coming (or recently-there) empty nesters as of 2019. And that spells opportunity. Gen Xers won’t be seniors for another 10 to 15 years. They’re […]

The Wonder of Fear

Fear may be as old as life on Earth. It is fundamental, a deeply wired reaction that evolved over the course of eons to protect organisms against threats, real and imagined. Fear may be as simple as a cringe of an antenna in a snail that is touched, or as complex as existential meltdowns in […]

Marketing Is Poetry

 ‘TWAS a death-bed summons, and forth I went By the way of the Western Wall, so drear On that winter night, and sought a gate– The home, by Fate, Of one I had long held dear. I can still recite that bit of poetry without much effort. The custom of memorizing poetry in public school […]

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 […]

Where The Data Beasts Lie

Since the mid-nineties, the story about IT has been that the “New Information Economy” would give way to vast gains in productivity and creativity. We’ve been told that if we simply implement ERP, CRM, etc., our marketing efforts would be smarter and more efficient. But after 20+ years that is not exactly the case. The […]

Planning Basic Field Observation

When I’m sent to a setting, be it a country I’ve never visited before, be it digging through someone’s cupboard, watching them plan their next vacation, or cooking dinner with a family I’ve never met, one of the first things I do is think through how I will make sense of the environment and how […]

Yellowstone’s Wolves and Reintroducing a Brand

Two decades ago, Yellowstone National Park was suffering. It was the victim of defoliation, erosion, and an unbalanced ecosystem. But in 1995, everything changed. That was the year wolves were reintroduced to the park. Prior to the return of wolves, deer, elk, and bison populations had increased substantially, resulting in overgrazing, particularly of willows and […]

Planning Content

“Content” is one of the most talked-about industry buzzwords, but it tends to lack clear definition. To my mind, content is information and communication directed toward an end-user. Broad, yes, it speaks to the very point that content is simply about the transfer of information. Most people associate content with social media although it also […]

Getting at the Heart of Consumer Understanding: Cheap, Fast and Tactical Isn’t the Answer

Sitting in a meeting not long ago, I couldn’t help overhearing someone comment that the presentation of the rationale for a campaign they had just sat through was too “academic”.  What struck me was the distinction he made between academics and “real businessmen” like himself.  The word “academic” is, of course, loaded but one of […]