A girl entered the bar and said in bartender, I in the Coke Diet love. Please I should be not disturbed because I wanted to observe guys who were drinking beer in the corner there not, this not the beginning sentence of a joke. When you were bartender this, that was dealt with by you the possibility was a person etnografer that was employed by the company.
Came from anthropology, ethnography was the research method that used direct observation towards the human activity in the social context and the everyday culture. Ethnography tried to know any strength that made humankind do something. For reasons of that, this ethnography method began to be glanced at the world of the business to help revealed the consumer's deepest wish that often could not be obtained from the other consumer research method like the survey or focus group. Ethnography gave the world of the implement business to see in the development of the culture that was in at this time, or lifestyle factors that influenced the decision of the consumer in interacting with products like beer, toothpaste, the insurance, until the house. Etnografer this will be interested when seeing someone who said liked healthy food, but ordered secangkir ice blended coffee with cream was abundant, for example. Like the statement of Eric Arnould, the Marketing professor from University of Nebraska, “Ethnography Is a way to get up close and personal with consumers.
Related about the research in the bar in the opener paragraph above, for example, had been undergone by the team from Ogilvy & Mather, one of the biggest advertising companies in the world. Ogilvy assigned several teams to visit bars in the US and witnessed from close to the beer drinkers. They recorded what was seen by him to comprehend torques that could say whether actual was carried out by the consumer against his product. Compared this with the survey method or focus group that only asked about what was thought about by the consumer. (What that was thought about and said often was not the same as what was done, now to the company, that important was what really was done by the consumer. )
For example from the real world, Whirlpool had used etnografer to carry out the study against the user of the luxurious bath. They carried out the study against 15 families by holding the interview and recording the activity bathed (don't have dirty ideas previously, the participants wore the swimsuit for this study). They also put forward the question like, When Anda thought about the bath, the picture what emerged in your thoughts? After that, they were asked to look for pictures from the magazine that in accordance with this feeling. The theme that emerged from this study was the consumer often saw the experience of bathing in the basin as the transformation. From this study, the luxurious bath the Whirlpool production was given by the name “Cielo” that meant heaven in the Italia language.
Or returned to this bar. The team from Ogilvy will record how the man's groups interacted. It was as close that they stood to one another? How did they give greetings? Whoever gave greetings before? How the pattern of conversation that happened? How their body language? Had the hierarchy in this group, and when being available, how his pattern? When having the conflict, how did they complete him?
When returning to the office, this team will analyse all the recorders of the video from bars that were visited. There, they will look for the difference between the beer drinker and the different make. For example in this case, the team from Ogilvy succeeded in getting the difference between the Miller Lite beer drinker and his competitor of Bud Lite. Miller was more liked to be drunk in the group, sementar Bud was more liked when being drunk was alone. The drinkers Miller also more expressive, while the drinkers Bud more liked to show off. Had a supply of these field knowledges, the concept of the advertisement or positioning the exact product could be built.
In the world of technology, Intelligence was one of the companies that for a long time has attracted the benefit from ethnography to launch the new innovation. For example when this company sent a person etnografer to visit villages in India for two years, etnografer this saw that many warnet-warnet that was established in villages. However, electricity often went out (sometimes until for days) and went out the village still many that were not yet asphalted. Had a supply of these knowledges, Intelligence launched Indian Community PC, a computer with the dust filter, could remain in the high temperature, and could be undertaken with the big battery to be sold to warnet-warnet in Indian rural areas.
Hewlett Packard (the MOBILE PHONE) also did not want to miss the train. When they carried out the study in offices in England, they saw the existence of the pattern of communication in the workplace in England. They often communicated while discussing documents. The MOBILE PHONE realised when they could create the implement that could facilitate communication that involved the document, this implement will be very beneficial. They then developed DeskSlate, the implement that could be connected to the telephone channel and helped the user to see the electronics document while speaking through the telephone.
However ethnography certainly not the nostrum for the company that wanted to understand his consumer more in. Apart from his cost that was relatively high, still few experts who really could carry him out well. Time that was needed for this method was also relative longer. Other research methods like focus group continued to be needed to memverifikasi repeated the findings etnografer.
For the anthropologists in Indonesia that uptil now rarely canned be heard he said, it is hoped this development could be made use of also. Now for you who were other: When Anda was sitting-sat in the pub or cafe, and saw a band of the opponent of your kind that was seeing you fully the interest, don't feel proud first. Possibly you were made the research material.
Came from anthropology, ethnography was the research method that used direct observation towards the human activity in the social context and the everyday culture. Ethnography tried to know any strength that made humankind do something. For reasons of that, this ethnography method began to be glanced at the world of the business to help revealed the consumer's deepest wish that often could not be obtained from the other consumer research method like the survey or focus group. Ethnography gave the world of the implement business to see in the development of the culture that was in at this time, or lifestyle factors that influenced the decision of the consumer in interacting with products like beer, toothpaste, the insurance, until the house. Etnografer this will be interested when seeing someone who said liked healthy food, but ordered secangkir ice blended coffee with cream was abundant, for example. Like the statement of Eric Arnould, the Marketing professor from University of Nebraska, “Ethnography Is a way to get up close and personal with consumers.
Related about the research in the bar in the opener paragraph above, for example, had been undergone by the team from Ogilvy & Mather, one of the biggest advertising companies in the world. Ogilvy assigned several teams to visit bars in the US and witnessed from close to the beer drinkers. They recorded what was seen by him to comprehend torques that could say whether actual was carried out by the consumer against his product. Compared this with the survey method or focus group that only asked about what was thought about by the consumer. (What that was thought about and said often was not the same as what was done, now to the company, that important was what really was done by the consumer. )
For example from the real world, Whirlpool had used etnografer to carry out the study against the user of the luxurious bath. They carried out the study against 15 families by holding the interview and recording the activity bathed (don't have dirty ideas previously, the participants wore the swimsuit for this study). They also put forward the question like, When Anda thought about the bath, the picture what emerged in your thoughts? After that, they were asked to look for pictures from the magazine that in accordance with this feeling. The theme that emerged from this study was the consumer often saw the experience of bathing in the basin as the transformation. From this study, the luxurious bath the Whirlpool production was given by the name “Cielo” that meant heaven in the Italia language.
Or returned to this bar. The team from Ogilvy will record how the man's groups interacted. It was as close that they stood to one another? How did they give greetings? Whoever gave greetings before? How the pattern of conversation that happened? How their body language? Had the hierarchy in this group, and when being available, how his pattern? When having the conflict, how did they complete him?
When returning to the office, this team will analyse all the recorders of the video from bars that were visited. There, they will look for the difference between the beer drinker and the different make. For example in this case, the team from Ogilvy succeeded in getting the difference between the Miller Lite beer drinker and his competitor of Bud Lite. Miller was more liked to be drunk in the group, sementar Bud was more liked when being drunk was alone. The drinkers Miller also more expressive, while the drinkers Bud more liked to show off. Had a supply of these field knowledges, the concept of the advertisement or positioning the exact product could be built.
In the world of technology, Intelligence was one of the companies that for a long time has attracted the benefit from ethnography to launch the new innovation. For example when this company sent a person etnografer to visit villages in India for two years, etnografer this saw that many warnet-warnet that was established in villages. However, electricity often went out (sometimes until for days) and went out the village still many that were not yet asphalted. Had a supply of these knowledges, Intelligence launched Indian Community PC, a computer with the dust filter, could remain in the high temperature, and could be undertaken with the big battery to be sold to warnet-warnet in Indian rural areas.
Hewlett Packard (the MOBILE PHONE) also did not want to miss the train. When they carried out the study in offices in England, they saw the existence of the pattern of communication in the workplace in England. They often communicated while discussing documents. The MOBILE PHONE realised when they could create the implement that could facilitate communication that involved the document, this implement will be very beneficial. They then developed DeskSlate, the implement that could be connected to the telephone channel and helped the user to see the electronics document while speaking through the telephone.
However ethnography certainly not the nostrum for the company that wanted to understand his consumer more in. Apart from his cost that was relatively high, still few experts who really could carry him out well. Time that was needed for this method was also relative longer. Other research methods like focus group continued to be needed to memverifikasi repeated the findings etnografer.
For the anthropologists in Indonesia that uptil now rarely canned be heard he said, it is hoped this development could be made use of also. Now for you who were other: When Anda was sitting-sat in the pub or cafe, and saw a band of the opponent of your kind that was seeing you fully the interest, don't feel proud first. Possibly you were made the research material.
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