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