Feb 8, 2018
When a brand gets something really, really wrong, it's often
because it missed something really important about what its brand
means to the people who use it. And when a brand gets something
really right? It might be because it tapped into a way of using its
brand that it hadn't understood before.
Special guest Danya Glabau of Implosion Labs
joins to explain what ethnographic
research is, its value in answering "how" questions, and what to
think about along the way.
We're back in two weeks with part 2, where we'll get into why
brands should use ethnographic research; how brands can find new
opportunity if they're willing rethink how they recruit for, and
design, research that's more inclusive; and what to do with the
tools that come out of ethnographic research.