Deep Ethnographic Immersion

Context
Context
Approach
Impact

To optimize and best support social media communications for a new mobile device, our client needed to explore the role of technology in consumers’ lives: how they perceive their ideal state vs. issues and contexts they encounter every day.

Community members were recruited to participate in a 1-week ethnographic diary via an immersive discussion board. Members were asked to answer questions about technology use and products they liked/disliked. They also completed creative collaging and association exercises to bring their emotions and underlying perceptions to life.

As a result of better understanding community members’ behaviors, perceptions, and attitudes, our client optimized messaging and creative, driving awareness and sales of the new product.

Make informed, impactful business decisions that move people into action