Market Intelligence Session 3
Ethnography, Guest Speaker
(Clint McClain, Walmart)
2
Qualitative research
• Focus groups• In-depth interviews (one-on-one)• Ethnography/observational– Overt– Covert
• All considered “Exploratory”, not decision research
• Outside bounds of BMR
3
Roles of qualitative research
• Insights• Hypothesis generation• Questionnaire development• Underlying emotional benefits (“laddering”)• Screening and refining ideas/concepts, etc
Overview of ethnography
• https://www.youtube.com/watch?v=nV0jY5VgymI
Ethnography and Observational Methods
• Observe people in their natural environment• Benefits?– Captures behavior in real, everyday life– Sometimes they can’t articulate what they want or think (can
reveal unarticulated needs)– Behavioral vs. self reported data (reveals discrepancy b/c what
people say and what they do)– Adds texture to the statistics
• Disadvantages?– Expensive – Protracted– Difficult/complex
5
Types of ethnography
• Covert observation– Real time– Video taping
• Eye tracking• Shopper interviews• Sales associate interviews• Overt observation. Consumer leads the way, interviewer can
probe. Usually audio or videotaped. • iHUT – in home usage testing• Mobile diary app – smart phone• Competitor store visits – where do they fall relative to peers?• Mystery shopping
Types of ethnography
• Covert observation– Real time– Video taping
Covert observation
• Be discreet (“employee”)• Customize form for that store (e.g. fixtures,
signage, time customers from second they walk in, which direction? Which products do they go to? What do they shop together the most?)
• Keep videos in aisles to see harder to view areas or those with less traffic (e.g., special kiosks)
• Cameras outside to see what signs people walking by look at, and what percentage of those come in
Types of ethnography
• Covert observation– Real time– Video taping
• Eye tracking
Eye tracking
• Wear special glasses. • Uses infared technology to see where you’re
looking. • Qualitative eye tracking• Quantitative eye tracking (provides numbers)– When you have a smaller area to focus on.
Eye tracking analysis
Milo’s Kitchen
Top 3 Elements Noticed
13%
45%
65%
57% 30%
27%
25%
18%
13%
5%
1%
Types of ethnography
• Covert observation– Real time– Video taping
• Eye tracking• Shopper interviews• Sales associate interviews• Overt observation. Consumer leads the way, interviewer can
probe. Usually audio or videotaped.
Types of ethnography
• Covert observation– Real time– Video taping
• Eye tracking• Shopper interviews• Sales associate interviews• Overt observation. Consumer leads the way, interviewer can
probe. Usually audio or videotaped. • iHUT – in home usage testing• Mobile diary app – smart phone
Types of ethnography
• Covert observation– Real time– Video taping
• Eye tracking• Shopper interviews• Sales associate interviews• Overt observation. Consumer leads the way, interviewer can
probe. Usually audio or videotaped. • iHUT – in home usage testing• Mobile diary app – smart phone• Competitor store visits – where do they fall relative to peers?• Mystery shopping
What can ethnography help with?• Store planning/category management
– Store/section organization– Section/product adjacency– Fixture type analysis– Ease of shopping evaluation
• Merchandising– Storefront/window capture power– Product packaging– Signage and display evaluation– Way finding assessment– Promotion effectiveness– Message recall
• Operations– Staffing assessment– Cashwrap analysis
Coming up…• National Insurance Case: case is due on Tues in class –
individual assignment. Include output as appendix to your solution!
• Colgate Oral Care Focus Group Case – Read “Using Focus Groups …”– Read case “Colgate Oral Care”– View streaming video on Sakai.
• Submit 2 slides by mon. 10pm• Get started on ethnography assignment (in coursepack)• First quiz on Friday Jan. 30. Study guide is under
“resources” on Sakai
Focus group intro
• Levi Not by Jeans Alone