Team Based Ethnography
The Need and the Tool
Business growth in today's complex market is built upon an intimate understanding
of customers in their natural environment: real people, real stories, their turf. The
most effective tool for delivering this understanding is ethnographic/observational research.
Derived from the methods of cultural anthropology, team-based ethnography moves you out into your customers'
everyday lives in an open and holistic way to:
- Get at the root of why people behave as they do.
- Identify unmet needs and unarticulated opportunities.
- Communicate meaningfully and effectively.
The Process: A Team Approach
The Challenge: Getting great insights is only half the job; selling them into the
organization - getting timely buy-in and commitment - is the bigger challenge
The Solution: Company Culture Meets the Customer
Thirty years of experience have
convinced us that the key to actionable insights is the involvement of internal teams in
every phase of the ethnographic process. As cross-functional teams learn the reality of
their customers' lives, they discover new opportunity spaces and develop shared passion and
commitment to action. BPA will work with you to design ethnographic projects that maximize the encounter both between the team and its customers and within the team.
BarbaraPerryAssosciates's proprietary techniques and methods are designed to work with
your teams to help them design and carry-out research that will help your company grow.