Ethnography: All You Need To Do Is Observe…

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Having discovered that true insights come from observing the unusual, I developed an insight mining technique that I call ‘The Aha Trees’.

Ethnography all you need to do is observe

Finding true insights is not all that difficult.

You first have to find the unusual in the usual.

If you’ve grown up to believe that your consumer is a statistic and insights come from studying data….well, you’ll keep looking for that problem solving insight.

Data is useful. Big Data might be even more useful. But insights come from studying people.

If you believe that most people are the same, yet they are unique, you would be right.

The emotions that motivate us are pretty much the same for all human beings. Yet, our beliefs, thoughts and actions, based on the same universal emotional truth is what makes us unique.

Most market research goes about counting how many people think, feel or behave the same way.

‘Ethnography’ sets out to observe what they think, feel and do differently. Because in those differences you will find the clue to the obvious emotional ‘universal’ truth that will become your breakthrough insight. The solution to your current business challenge or opportunity.

Having discovered that true insights come from observing the unusual, I developed an insight mining technique that I call ‘The Aha Trees’.

There are many such insight mining techniques available. The ones I admire would fill a book. This one, I discovered, was as easy as riding a motorbike. All it requires is curiosity, common sense and the ability to observe.

Fortunately, we were all born with those qualities. Unfortunately, an education by rote seems to be designed to rob us off those qualities. All in all, we just end up another brick on the wall.

But hope is not lost if you believe that each brick is really different.

And in the words of Professors Simon and Garfunkel, you are prepared to go beyond being “people hearing without listening”. (There, now you know the university I attended.)

Once you learn to listen with your eyes and heart, true insights come easily.

There you go. Another new word you can throw around the boardroom. “Ethnography”.

Founder
Univbrands,

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