Post on 14-Jul-2015
ɛnˈgeɪdʒm(ə)nt
1. Engagement is attitude.
1. Engagement is attitude.!2. Engagement is experience.
1. Engagement is attitude.!2. Engagement is experience.!3. Engagement is behaviour.
1. Engagement is attitude.!2. Engagement is experience.!3. Engagement is behaviour.!4. Engagement is metrics.
ENGAGEMENT IS THE RESULT OF EXCHANGEof interests, values, emotions and actions between brands and users.
DRIVE AWARENESS CREATE BRAND PREFERENCE DRIVE TRANSACTIONS
MARKETERS’ GOALS
ASK THEM WATCH THEM CONSUME WITH THEM
BUT WHAT THE CONSUMERS WANT?
To successfully engage the people we must identify what motivates them and what triggers their behaviour.
THE MOST OF THE PEOPLE’S INTEREST MATERIALISE OUTSIDE OF THE DIGITAL SPHERE. WE SHOULD MOVE BEYOND THE SCREEN.
THE CHALLENGE
THE GREATEST POTENTIAL FOR GROWTHis in connecting the Internet with the real, physical world.
TO MOVE WHERE?
Bronislaw MalinowskiSocial Listening Big Data Analysis
BIG DATA & BIG MYTH
¨More technology, sensors, data, code and developers will make your product or campaign better.¨
Bronislaw Malinowski
HUMANS ARE WEIRD, IRRATIONAL, EMOTIONAL AND UNPREDICTABLE. BUT, ULTIMATELY, THE ONES WHO BUY YOUR PRODUCT.
THE REALITY
WHAT IS ETHNOGRAPHY?
ETHNOGRAPHY IS SEARCH FOR INSIGHT.
LACK OF COSTUMER INSIGHT AS THE BIGGEST DIFFICULTY IN MANAGING COMPLEXITY.
HOW TO MANAGE COMPLEXITY?
PEOPLE DEVICES
INTERACTIONS
ENVIRONMENT
WHO IS THIS PERSON? WHAT IS SHE TRYING TO DO? WHAT CONFLICT IS THERE BEING RESOLVED?
ETHNOGRAPHY PROVIDES CONTEXT BEHIND DATA.
ETHNOGRAPHY AS A TOOL TO UNDERSTAND CUSTOMER BEHAVIOUR.
CONNECTING INSIGHTS TO BUSINESS OPPORTUNITIES. In order to be engaging, brands need to be relevant.
"There are probably 10 people claiming to do ethnographic research for each person who actually knows how to do it.” !Stephen Wilcox, Ph.D., founder of Design Science
1. It’s expensive.
1. It’s expensive. 2. It’s not representative.
1. It’s expensive. 2. It’s not representative. 3. It doesn’t uncover surprising insights.
1. It’s expensive. 2. It’s not representative. 3. It doesn’t uncover surprising insights. 4. It’s disorganised.
1. It’s expensive. 2. It’s not representative. 3. It doesn’t uncover surprising insights. 4. It’s disorganised. 5. It takes a long time.
THE CRAFT OF ETHNOGRAPHIC RESEARCH
STRUCTURE
1. Business context - Gather all the quantitative data you can. Dive in. 2. Objectives - Get all the stakeholders aligned on research goals. 3. Hypothesis - Determine what you need to test or find out. 4. Audience - Identify relevant participants. Determine the right location and context. 5. Methods - Decide on appropriate research methods and design research tools. 6. Research Brief - Write a well-informed and constructive brief. 7. Research - Document and collect data 8. Analysis - Synthesise data, look for patterns and develop compelling storyboard. 9. Outcomes - Present findings in storytelling fashion 10. Follow up - Determine follow-up research
UNDERSTAND MOTIVATORS AND TRIGGERS OF CERTAIN BEHAVIOUR AND UNCOVER EVENTUAL UNDRESSED NEEDS.
IN-DEPTH INTERVIEWS
UNDERSTAND HOW PEOPLE DEAL WITH SPACE, HOW IT IMPACTS THEIR BEHAVIOUR AND HOW THEY ALTER IT TO FIT THEIR NEEDS.
CONTEXTUAL OBSERVATION
GAIN UNDERSTANDING OF PEOPLE`S VALUES BY USING DESIGN STIMULI.
PARTICIPATORY DESIGN
UNDERSTAND THE FLOW OF PEOPLE’S INTERACTIONS ACROSS TOUCH-POINTS.
A-DAY-IN-THE-LIFE
CONFIRM INITIAL HYPOTHESIS OR INVESTIGATE FUNCTIONAL PRIORITIES.
USABILITY TESTING
ETHNOGRAPHY IS LIKE GOOD FICTION.It weaves stories about market dynamics by building on real human insight.
WHEN TO DO ETHNOGRAPHY?
TO DETERMINE WHETHER THE PRODUCT YOU OFFER SOLVES AN ACTUAL PROBLEM OF THE CUSTOMER.
1. MARKET FIT
How they get inspired to buy vs. how they actually buy
TO OFFER COMPETITIVE ADVANTAGE BY SETTING NEW STANDARDS.
2. INNOVATION
Designing a great hair-removal product by talking to a trans-sexual.
TO CREATE NEW MARKETS AND ESTABLISH NEW BUSINESS MODELS BY LEVERAGING LOCAL HACKS.
3. DISRUPTION
Creating a disruptive mobile money transfer service by talking to micro-lenders.