As we are becoming more of a mass customization and transformation-based economy, more and more business are looking to use ethnography in designing better customer experiences. In this article, Procter and Gamble, Google, and others are doing it.
For Google, it involves observing and videotaping how people search online. A success story was when they observed how difficult it was to search for keywords for Chinese consumers. A tool called “Google Suggest” was created, when a user types a few characters, the search engine suggests alternate or possible completed key terms.
For Procter & Gamble, Managers and even Senior Managers engage in “immersion research,” in order to spend time with consumers in their natural habitat – their home. They try to understand what their customers’ aspirations, desires and needs are, as well as what the role of their products are in the consumers’ daily lives. An example was when P&G launched a laundry detergent and it failed because of a lack of empathy for its Mexican consumers. Using ethnography, a key insight was derived when they discovered the importance of seeing the laundry detergent’s foam to Mexican consumers, which their product lacked.
The case for developing empathy for customers is clear. What are some methods of developing empathy for them? According to this article, using ethnography to better understand the consumer is key.
In conducting an ethnography, watch their behavior around their natural habitat. What artifacts do they use? How do they go about their daily chores? Why would the customers engage with a particular experience? How they go about engaging in this?
Pay close attention to the language they use. People speak in metaphors. Metaphors reveal much about the person’s attitudes and mood. For example, some customers may view retirement as the beginning of a journey, and viewing everyday is living life to the fullest versus viewing retirement as the ending of a journey. When conducting ethnography, try to videotape, voice record or even take photos.
When conducting these studies, there will be multiple personas that can be classified demographically and psychographically. These can be utilized by two purposes. One is to present these to the client or marketing department, so that the client and the marketing department understand who their target consumers are. The other is to humanize the customers. Give these personas names, behaviors and motivations, demographic information, identification of what keeps the consumer up at night, and statement about the person’s personality in their voice (e.g. “I’m a detail-oriented person, who appreciates and loves intricate designs”)
Currently, I’m involved in an ethnographic study. Because of the economic downturn, many people are being laid-off. My study is about what motivates and inspires people that are unemployed or under-employed while job searching.