1. Consumer Ethnography Observation Meeting 4

2. Watching People Watch a person pack a backpack What do you notice? What ideas for products or positioning does the watching reveal? What insight can you build a marketing idea or ad campaign?

3. Process of discovery Be subjective Take the wilder view - be absurd Be out of it - look from afar Look through a kid’s eyes - projection (collages), simplification Go to the places they are Listen to what research doesn’t say Listen with your eyes

4. Ethnographic Methods Emic vs. Etic - insider vs. outsider Participant observation - field study Panel studies - over time with the same group

5. Key terms Bracketing - becoming aware of preconceived notions of consumers to see how those views can impact the study Consumer deprivation - do without product to see what it means Covert - undercover research Observer effect - consumers change behavior when they are being observed

6. Exercise Write down everything you know about people 60 years and older. Compare these notions with your classmates. Compare these notions with the instructor. What conclusions can you reach from this discovery?

7. Observation