Author Archive
Engaging with Consumers via Ethnography
Posted by Victoria Carbone on February 15th, 2010 at 1:44pm
In the most basic sense, ethnography in market research involves watching what people do, rather than asking people what they do.
From this, researchers can make inferences from the observed behaviour.
Three popular forms of ethnography adopted by market researchers include…
- Conducting participant observation in stores, workplaces, and homes to observe real behaviour;
- Giving participants a video/digital camera to record their interactions with the target product [photo-ethnography]; and
- Having participants record their behaviour in a video diary.
Agency, Everyday Lives, adopted another interesting approach which involved filming consumer shopping in supermarket and then listening to the consumer and consumer’s family narrate the film [i.e. explaining what was going on, what they were thinking, etc].
Posted in Research
Taglines, are they important?
Posted by Victoria Carbone on August 6th, 2009 at 2:17pm
Recently, i sat in the boardroom of an Australian bank discussing their proposed rebranding.
The discussion became rather conflicting when we approached the topic of the new tagline. I left this meeting pondering the question as to whether they even need a tagline? Especially when their new brand tells consumers exactly what they are…a bank!
After some initial research, i discovered that taglines are an important component of branding; yet are not integral in a successful brand. Continue reading…
Posted in Branding
Ethnography in Market Research
Posted by Victoria Carbone on March 16th, 2009 at 3:23pm
On the 5th February 2009, Joy Liuzzo posted a blog on Mobile Ethnography Research. Her blog outlined InsightExpress’ recent research study amongst consumers aged 18 years and older and their barbecue preferences.
Posted in Research
Steps for building a creative office
Posted by Victoria Carbone on at 1:36pm
In season three of BBC’s The Office character Tim Canterbury explains how the only thing he has in common with his work collegues is that they share the same bit of carpet for 8 hours a day, 5 days a week.
Posted in Imagination
Facebook the biggest waste of time?…I don’t think so!
Posted by Victoria Carbone on November 16th, 2007 at 4:33pm
Facebook is the latest online social networking craze, mainly attracting older Generation Ys. However in August this year it was reported that Facebook is costing Australians $5 billion a year! An Internet security firm estimated that if one employee spent an hour a day on the website it could cost their company $6000 a year.
Posted in Insight, Marketing Strategy