1. ETHNOGRAPHIC RESEARCH & THE PROPOSAL
LECTURE 4
ETHNOGRAPHIC RESEARCH & THE PROPOSAL

2. study of behavior in its naturally occurring context
ethnography is the
study of behavior in its naturally occurring context
In traditional research we invite consumers at the research agency
In etnographic studies we go where the consumer is

3. The crucial question is:
In etnographic research we try to identify the “meaning” people attain to their various purchases and activities through close observation of everyday life
The crucial question is:
how do individuals and social groups organize particular aspects of their lives based on their sociocultural background?

4. Ethnography describes the whole environment
that influences human behavior
by determining what internal (emotional, motivational) and external (contextual) influences affect behavior ...
Context-the immediate physical and situational
surroundings, as well as language, culture and history, which all
provide a basis for the meaning and significance

5. How to do ethnographic research?
Literature Review:
Review all online sites (blogs, web sites ..etc) related to the category
Expert interviews:
First identify & list WHO the experts are AND then interview with them to draw an outline for the study
DEVELOP THE FINAL PROPOSAL
Camera surveys:
Visit households with a camera and captures images at home & at the channel
Indepth interviews:
Interview with people at home with the products and in the channel during shopping
Workshop:
Bring all data relevant together, invite opinion leaders as well as customers and develop a creative workshop for in depth analysis of the issues
Create a lot of mind maps & colages..etc

6. Major stages in ethnographic research?
Dive deep in culture, history and philosophy of consumer behaviour and understand how people interact with products and services
Observe in consumer’s natural setting to feel the deep-down motivation and emotion behind their choices and behaviour and reactions..
Explore other industries and cultures to find fresh inspirations and get in touch with the whole individual behind the consumer
Combining the experiences and insights coming from different stakeholders to develop cognitive maps and personal inventories

7. But always start with preparing the proposal which will be your guide through out the study...

8. INITIAL PRINCIPLES FOR THE PROPOSAL
WHO IS THE PROPOSAL FOR?
- certainly for the client
-also for yourself – it is a thinking process
- for others who will be involved in the research project
- at home (domestic research)
- abroad (regional/international)
- advertising agency and other 3rd parties

9. Before we develop the proposal we simply “design” the research according to the brief. The research design will then help us to develop the discussion guide.
Designing the research is involved in structuring the major research areas according to their specificity.
Each research design is
“custom-tailored”
according to the specificity of the
- task and
- client needs.

11. Designing the research goes through 3 stages
1- Provide a brief background: what we already know
2- Defining the research objective: what we are after
3-Setting the research boundaries and prioritising
4- Developing the methodology: how will we obrain the insights

12. 1- Provide a brief background: what we already know
Clarify what you already know and have in your repertoire before you start the research. Provide a brief background to the brand, market, competition
To draw the framework for the intented study..
First write a capsule statement of “what is being proposed” and then proceed to “introduce the subject” to a stranger. You should not assume that your reader is familiar with your subject.

13. 2- Defining the research objective
On arrival of the brief we must do 2 things:
1-Clarify what is being sought for/researched
2-Come to terms with the client about the
research specificity
1- Assessment of sales
teams’ perceptions of how
the product be viewed by
the consumers
Attitudes of company sales team towards the introduction
of a a new product
2- Assessment of sales
teams perceptions of how
the new product will be
3- Both

14. Problem: Low sales in haircolor market
Media coverage
Image
Brand perception
Advertising
Problem: Low sales in haircolor market
Packaging
Product range
Pack design
Color range
Shelf impact
Package functionality
Product content

15. 2-Setting the research boundaries and prioritising
As we define the problem and set the research objectives than we start drawing mind-maps related to the area to be investigated in order to set the research boundaries and priorities. This helps us highlight major issues and its subsets to go in depth:

16. Avoiding “nice to know”
“Must to know” rather than “nice to know”..
The research scale should be kept manageable.
Going further to peripheral areas destroy the research and bring us alot of useless information. So we must always concentrate on the core research objective and draw our mind-map vertically,in other words, in depth, not horizantally.
Delimiting process
Avoiding “nice to know”
syndrom

17. Affect of Shell loyalty card On petrol station choice
We are not interested in how advertising communicate the company brand
We are not interested in how the design of the service station contribute to consumer satisfaction
We are not interested in types of petroil consumers prefer
Affect of Shell loyalty card
On petrol station choice
We are not interested in the manners of servicing team in consumer loyalty
We are not interested in the aditional products and services accepted from the sattion
We are not interested in affcets of the location of the station in consumer choice

18. 3- Developing the methodology
Here we define our sampling frame and choose the most appropriate methodology to the audience and task to dig as much insights as possible.

19. There are no limits! Types of samples And settings Be creative!
Focus groups
Group discussions
extended groups
Creativity groups
Weekend groups
Reconvened groups
Peer groups
Mini groups
Workshops
Brainstorming
Individual depths
Paired depths (dyad)
Triads
Conflict pairs
Partners
Families
etc.
In facilities
In home
In hall
In shops
On line
At work
On the bus
At the zoo
In a theatre
In pubs and clubs
In public lavatories
etc.
Be creative!
We need to think out of the box - there should be no limits, other than cultural ones, about who we interview, where we interview them and what we ask them to do for us before and after an interviewing session.
This does impinge on moderating skills. There is security in working in a facility - you are cosy, with everything you need, and the respondents are produced to order.
But life doesn’t just happen in a facility and we need to understand the realities of life.
Ethnography (observations and interviewing in home) does require a different way of interacting with respondents in order to maximise the information we are able to glean from them in order to have full consumer insight. Walking around a zoo or approaching someone on the bus is harder than sitting in a room, but it will provide difference and more useful insights.
Consumers/non consumers
Users/non/lapsed users
Experts/key informants
Employees
Diaries
Bring visuals
Change behaviour
Take photographs
Interview friends
Observations
There are no limits!

20. Traditional sampling Demographic & Psychographic Variables +
Product usership
age
gender
social class
marital status
work status
region
product usership
brand usership
sometimes attitudes

21. We still need these to a degree but:
But now?
We still need these to a degree but:
Differing perspectives at the same age
Later marriages and births
Living with parents longer - esp. S. Europe
Lessening of differences between age groups
Age

22. We still need these to a degree but:
But now?
We still need these to a degree but:
Gender
May still be very important but is it always?

23. We still need these to a degree but:
But now?
We still need these to a degree but:
Social Class
Can be crucial for some topics
In developed countries differentials eroded
Usership, attitudes, behaviours may matter more
Marital status
Marriage on the decline
Single parenthood
Lifestage likely to be a much better discriminator
Work status
Still may matter but disposable income should
also be considered as a priority

24. We still need these to a degree but:
But now?
We still need these to a degree but:
Region
National differences are still important but
Not enough to explain consumer choice...
Do we want to talk to early uptakers rather than seek
national representation?

25. We still need these to a degree but:
But now?
We still need these to a degree but:
Brand
Usership
This needs real thought
Product differences are lessening and it is the soft
elements of brands which discriminate increasingly

26. AND NOW... Attitudes To life and the world may be as good or better
discriminators than many others
These can affect attitudes to products, brands and
services
Behaviours
Are they early uptakers or conservative
How often do they do things
etc.

27. AND NOW...
Relationships
How people inter-relate with each other and the
number of different social contexts within which
they operate

28. Multi-dimensional selves a number of “Selves” or moods
Men With Men
Men With
Themselves
Men With Family
Men With
Women
However, lifestage and domicile are not the whole story by any means. The mode in which people are at any point in time in time will vary. Men have always been multi-dimensional but have not always had permission to express all sides of their personalities and feelings. More traditional modes of men in peer groups, with their families or with women are common but men with themselves is a mode which has tended to be suppressed. Brands such as Calvin Klein and Tommy Hilfiger depict this quite openly in advertising and it does them no harm. And Guinness is very good at communicating the men with men aspect of targeting. But you have to get it right - Strand cigarettes died because this early attempt to show a man alone with himself was such that no-one could identify with him! Apologies for the poor sound quality - it is about 50 years old!

29. Examples of “men with themselves” - I would suggest that it would not have been possible to sell male fragrances in this way only a few years ago. Either fragrances would not be worn; they would have to be rationalised as aftershave and “painful” to use or possibly they would have required the effect on women to be shown.

30. SAMPLING BY THE FOUR “Cs”
Comprehensiveness
Compatibility
PRINCIPLES C
Compression
Comparability

31. Comprehensiveness Compatibility Comparability Compression
as far as practicable/ afforded by cost
not representative but representative of
relevant targets,range or viewpoints to
reflect world at large
construct groups with common characteristics -
to minimise inhibition and maximise contribution and co-operation
BUT NOT UNIFORMITY!
Comparability
Compression
- are they recruitable
- how long will it take
- are definitions clear
- how and where can they be found
Intravert people seem to prefer high profile brands fine BUT...
ELMALARLA ARMUTLARI KARIŞTIRMAYIN 

32. STAGES IN A PROPOSAL BACKGROUND PURPOSE OF RESEARCH METHODOLOGY
- arguments
- recommendations
- methodology
- procedure
ADMINISTRATION
WHO
WHEN
HOW MUCH
SET THE SCENE
WHAT YOU NEED TO FIND OUT
WHAT YOU WILL DO
- premises it is based on
- how you will approach it
- the sample
- guides and protocols
DETAILS TO REASSURE
THE PERSONNEL
TIMEFRAME
THE COST
Background and purpose of research does not mean just regurgitating what is written in the brief. In my view briefs should be appended to proposals so anyone reading them can see how you have responded.
The background should include what you already know as well as scene setting or it could contain hypotheses about what we may find in the study.
The purpose should be more than objectives. Personally I like to have action standards and marketing objectives and if the client hasn’t given these to me, I often make them up from what I read in the brief.
When it comes to methodology, try and put something in there which is not the norm - something that will make the client take notice: that is not directly comparable with what other agencies may be recommending
- homework
- different sample (we’ll talk about this in a minute)
- some of our qual products
In administration I often include
- hypotheses/models for outputs - for example a summary of products like BrandSight Gallery (and include a longer summary in the appendix)
AND QUESTION BRIEFS MERCILESSLY. IN THE PRACTICAL WHICH WE WILL COME TO SHORTLY, THERE ARE SOME CLEAR ANOMALIES WHICH NEED QUESTIONING

33. SÜTAŞ _ ÇOCUK DÜNYASI KALİTATİF ARAŞTIRMA
Ağustos 2006
Background and purpose of research does not mean just regurgitating what is written in the brief. In my view briefs should be appended to proposals so anyone reading them can see how you have responded.
The background should include what you already know as well as scene setting or it could contain hypotheses about what we may find in the study.
The purpose should be more than objectives. Personally I like to have action standards and marketing objectives and if the client hasn’t given these to me, I often make them up from what I read in the brief.
When it comes to methodology, try and put something in there which is not the norm - something that will make the client take notice: that is not directly comparable with what other agencies may be recommending
- homework
- different sample (we’ll talk about this in a minute)
- some of our qual products
In administration I often include
- hypotheses/models for outputs - for example a summary of products like BrandSight Gallery (and include a longer summary in the appendix)
AND QUESTION BRIEFS MERCILESSLY. IN THE PRACTICAL WHICH WE WILL COME TO SHORTLY, THERE ARE SOME CLEAR ANOMALIES WHICH NEED QUESTIONING

34. Araştırmanın Amacı ve Hedefleri
Araştırmanın ana amacı;
8-11 yaş aralığında yer alan çocukların dünyalarını, hayallerini, beklentilerini, ihtiyaçlarını anlamaktır.
Bu amaca ulaşmak için ele alınan başlıca konular;
Çocukların yaşam biçimi;
Hobileri, ilgi alanları, tercih ettikleri oyunlar, sahip oldukları oyuncaklar, beğendiği TV dizileri, çizgi filmler, bugüne ve geleceğe yönelik hayalleri
Çizgi film karakterlerinin analizi;
Sembolize ettiği değerler, çocukların dünyasında hangi rolü doldurduğu ve ne tür ihtiyaçlara cevap verdiği, karakterin var oluş nedeni, tipolojisi, temel kişilik özellikleri.
Süt ve süt ürünlerine karşı tavır ve tutumlar;
Tüketim alışkanlıkları
İlişkilendirilen değerler
Satın alma davranışı
Marka seçimi

35. Projeye davet edilen çocuklarda aranılan özellikler;
Birbirlerini tanıyan, arkadaş olan,
Benzer sosyo-ekonomik ve kültürel yapıdan,
Dışa dönük ve sosyal anlamda daha aktif bir yaşam biçimi olan,
Çizgi film izleme alışkanlığı olan,
Evinde aşağıda belirtilen elektronik cihaz veya yayın sistemlerinden en az bir tanesine sahip olan çocuklar;
DVD, VCD, Video
Video Game
Digiturk, Kablolu TV

36. Kalitatif Araştırma - Grup tartışması yöntemi
Grup tartışmalarına, araştırmada görüşülen çocukların anneleri de davet edilmiş ve annelere çocuklarını eş zamanlı izleme imkanı sağlanmıştır.
Bu sayede;
Hem çocukların gerçek dünyalarının daha derinlemesine anlaşılması için destek alınmış,
Hem de çocukların günlük yaşamlarındaki alışkanlıkları ile görüşmelerdeki tavırları arasında ne derecede paralellik olduğu konusunda annelerin görüşlerine baş vurulmuştur.
12 çocuk grubuna paralel olarak annelerle de toplamda 12 grup tartışması gerçekleştirilmiştir.

37. Kim bu çocuklar? Farklı yaş gruplarının psikolojik dinamikleri
Çocuk dünyası ile ilişkilendirilen ihtiyaçlar & değerler
Çocukların yaşam biçimi(ilgileri,hobileri hayalleri)
Çizgi karakterlerin analizi
Aromalı süte karşı tavır ve tutumlar
Marka seçimi
Sonuçlar ve yorumlar

38. Donone Kids Beverege Market Usage and Attitudes Survey
This report has been specially prepared for Danone, in November 2004,

39. Objectives(as in the proposal)
Kids’ are structured around two poles; Danone Hayat is aiming to understand the potential for Danone Kids Beverage in the Turkish market.
The main marketing objectives of the project is
Understand the major consumer dynamics
in kids beverege markets
Evaluate set of concepts on kids functional / aqua drinks.

40. Objectives(as in the proposal)
Beverege repertoire,
Attitudes towards major bevereges,
Consumption occasions,
Reasons for consumption, (benefits)
Choice criteria,
Major concerns,
Decision maker,
Ideal drinks,
Attitudes towards flavoured water,
Attitudes towards bevereges consumed by kids

41. Objectives(as in the proposal)
Attitudes towards sugar and sweetener
Awareness,
Barriers to consumption,
Changing habits,
Purchasing bahaviour,
Attitudes towards functional drinks (Concept evaluation)
Physical power
Strong bones,
Intellectual performance,
Growth,
Health bevereges,
Fun bevereges,
Message communicated,
Appeal and relevance,
Product image

42. Sample Structure and Methodology
Who?
Moms & kids from urban background,
Kids- aged between aged 6-12
Moms- (Aged between 25-40)
who have children aged between 6-12 and