Ethnographic Stories Disrupt Organizational Paradigms and Spur Innovation
Ethnographers working in the business world play a critical role in deciphering the complexity of the marketplace.
CHICAGO, Aug. 6, 2013 /PRNewswire-USNewswire/ -- The research is the first comprehensive study of its kind examining the way various organizations use ethnography-an approach derived from cultural anthropology- to better represent the customer's lived experience to managers.
The authors' findings highlight how in many leading firms, ethnographic stories play a creatively disruptive role in: 1) challenging firms' received wisdom about consumer behavior; 2) helping managers walk in the customer's shoes; and 3) developing new business ideas.
In these three areas (market understanding; consumer empathy; market innovation), ethnographic storytelling has been a driving force in improving the tracking of market evolution, changing the way organizations connect with consumers, and stimulating innovative thinking.
According to authors Julien Cayla and Eric Arnould, "in an era where we constantly hear about big data, we forget that these new and powerful analytical tools say little about meanings, emotions and motivations. And in a world of largely uninspiring market research, ethnography is a unique way to inspire managers and stimulate organizational creativity."
Based on these findings, organizations should encourage different ways of telling stories about markets, through office design or by developing compelling mechanisms to share and circulate market stories. Even if analytics and advanced statistical tools are increasing in popularity, organizations must simultaneously transform themselves into venues for storytelling to better tap into the complexity of consumer experience.
About the AMA
About the American Marketing Association:
The American Marketing Association (AMA) is the professional association for individuals and organizations who are leading the practice, teaching, and development of marketing worldwide. Learn more at marketingpower.com.
Contact: Christopher Bartone – 312.542.9029 – firstname.lastname@example.org
SOURCE American Marketing Association
More by this Source
Customer Prioritization - A Double-Edged Sword
Apr 15, 2014, 10:07 ET
Popularity Information May be a Lifesaver For Online Group-buying Deals
Apr 14, 2014, 10:07 ET
Consumers should "sweat the small stuff" to obtain healthier lives
Mar 24, 2014, 16:45 ET
Browse our custom packages or build your own to meet your unique communications needs.
Learn about PR Newswire services
Request more information about PR Newswire products and services or call us at (888) 776-0942.