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Using Ethnography in Strategic Consumer Research
Abstract
This paper describes how ethnographic and quasi-ethnographic research methods can be used in order to address the problems of the “limitations of asking” and that “people don’t always do what they say”, and to develop a “thick description” of the lived experience of consumers. A range of approaches are discussed and examples of their use in consumer research are given. Two case studies of ethnographic methods being used in strategic commercial research projects are described in detail. The implications for utilising ethnography in order to obtain managerially actionable insights are discussed.
... The research design reflected a qualitative, complementary multi-method, quasi-ethnographic approach and allowed for enhanced data capture (Elliott and Jankel-Elliott, 2003;Schensul et al., 2013). This approach facilitated collecting occasionally complex and detailed descriptions and data from respondents. ...
... The multi-method approach comprised accompanied shopping trips to local farm shops and food fairs, kitchen visits, and interviews (Elliott and Jankel-Elliott, 2003). These complementary methods allowed for immersion in the local food setting to gain an in-depth understanding, justifying the quasi-ethnographic approach. ...
Purpose
This study aims to explore brand meaning from a consumer perspective, identifying tangible attributes and intangible associations and their arrangement in brand meaning frameworks. Previous literature has focused on brand meaning flowing from intangible associations, and new insights are offered into the tangible attributes’ contribution to brand meaning.
Design/methodology/approach
A phenomenological approach was adopted, and meanings were gathered from lived experiences with consumers of local food brands. Quasi-ethnographic methods were used, including accompanied shopping trips to food fairs and local farm shops, kitchen visits and in-depth interviews in and around the county of Dorset in the south-west of England.
Findings
The findings demonstrate that tangible attributes have sensorial and functional brand meanings and are mentally processed. Both hierarchical and flatter patterned approaches are present when connecting attributes and associations. The hierarchical approach reflects both short and long laddering approaches; the flatter alternative offers an interwoven, patterned presentation.
Research limitations/implications
This is a small in-depth study of local food brands, and the findings cannot be generalised across other brand categories.
Practical implications
Local food brand practitioners can promote relevant sensorial (e.g. taste) and functional (e.g. animal welfare) attributes. These can be woven into appropriate intangible associations, creating producer stories to be communicated through their websites and social media campaigns.
Originality/value
A revised brand meaning theoretical framework updates previous approaches and develops brand meaning theory. The study demonstrates that tangible attributes have meaning and hierarchical connections across tangible attributes, and intangible associations should not always be assumed. An additional patterned approach is present that weaves attributes and associations in a holistic, non-hierarchical way.
... This study is part of a research that addresses emerging practices in the combat of COVID-19. We use an ethnographic-inspired approach [44] to achieve its objective of analyzing how the COVID-19 pandemic has affected the practices of reusing plastic grocery bags through the lens of practice theories. Amid the educational principles of reducing the amount of waste (i.e., policy of the 5 Rs: Rethink, Refuse, Reduce, Reuse and Recycle [22]), this ethnographic-inspired study will focus on the performances related to the procedures applied for the secondary reuse of plastic supermarket bags, that is, their reuse. ...
... In this research, data collection took place through records in 'requested diaries' digitally combined with interviews applied during and after the closure of the diaries, in addition to the notes of autoethnography field diaries. Interviewing the informant daily allows for the building of a relationship and possible deepening of the diary [47], in addition to generating, through the combination of the two, an approximation to the participant observation method [48] and the possibility of disclosure of important differences [44]. ...
This study aims to examine the impact of the COVID-19 pandemic on the reuse of plastic bags from supermarkets among Brazilian consumers through the lens of practices. This qualitative research took place through the collection of records in digital ‘solicited diaries’ with interviews, using autoethnographic field diaries. The analysis process of the collected data took place through content analysis as proposed by Bardin (2014). From the results obtained, there was a greater tendency to dispose of plastic supermarket packaging and different performances to maintain this practice. These new procedures involve an increase in the consumption of cleaning products, such as bleach and soap, the addition of alcohol in this disinfection routine, and an increase in water consumption, which signals major impacts on the environment through the use of a natural resource in danger of scarcity and the release of polluting substances. The changes underwent in the performances invariably culminate in environmental impacts, either on the disposal of the plastic bags or in their hygiene for later reuse. These results alert to the challenges that governments, institutions, and individuals will have to face in an attempt to reverse the damaging effects of the pandemic on sustainability goals. Also, it contributes to consumer behavior in crisis-context literature, just as concerning the waste household.
... Ethnographic methods were used to explore the question about consumer information processing and decision-making. Ethnographies are useful in providing consumer insights by providing an in-depth understanding of a localized culture and the coexistence of multiple voices or perspectives (Arnould and Wallendorf, 1994;Belk et al., 2013;Wallendorf and Arnould, 1991;Sunderland and Denny, 2007;Elliott and Jankel-Elliott, 2003;Wägar, 2012). A review of recent farmers' market studies (Chin et al., 2019;Garner and Ayala, 2018;McNeill and Hale, 2016;Oñederra-Aramendi et al., 2018;Park, 2018;Polimeni et al., 2018;Solanki and Inumula, 2021;) shows that a significant number of them use survey-based methods and to a lesser extent, exploratory interview studies (McEachern et al., 2010;Savoie Roskos et al., 2017). ...
... The combination of participant observation and interviews allowed the researcher triangulate or crystallize data sources (Agar, 1996;Warren and Karner, 2010). The multiple lines of inquiry help because different data sources do not always align (Arnould and Wallendorf, 1994;Elliott and Jankel-Elliott, 2003). With semi-structured interviews, an interview protocol was used, but the researcher also allowed the research to move into other topics (Charmaz, 2006;Glaser, 2002;Glaser and Strauss, 1967). ...
Purpose
Farmers’ markets have grown rapidly in recent years and at the same time consumers increasingly desire to eat healthfully and sustainably. This research aims to analyze the way consumers process information regarding local food claims such as sustainability and organics when shopping for local foods at farmers’ markets.
Design/methodology/approach
This research uses ethnographic methods that included interviews with 36 participants, more than 100 hours of participant observation and prolonged engagement over a two and half-year period.
Findings
The findings indicate that there are two dominant types of consumers at the farmers’ market, hedonistic and utilitarian consumers. Hedonistic consumers rely on heuristic cues such as aesthetics, their relationship with the farmer and other peripheral sources of information when making purchase decisions. Utilitarian consumers, by contrast, carefully analyze marketing messages using central route cues and tend to be more conscious of their purchase choices.
Practical implications
This study will help farmers more effectively position their marketing messages and help consumers be aware how they process information in this space.
Originality/value
Unlike previous studies of consumer behavior at farmers’ markets that primarily use survey methods, this study uses observational and ethnographic methods to capture in situ interactions in this complex buying context. Further, while much work has been done on broad concepts of local food and organic preferences, this study provides a more in-depth look at consumer information processing in the farmers’ market space that reflects a mixture of organic and non-organic food.
... Given the exploratory nature of this study, several qualitative methods, including web archive research, netnography, user-generated content research, literature review, and ethnography [45][46][47][48][49][50] were employed to gather the necessary data ( Figure 1). The analysis of the data was mainly guided by the content analysis and sentiment analysis methods [51,52]. ...
... In the third phase, the researchers conducted ethnographic observations [47] at the areas often mentioned by the contributors in the first phase to further validate the information (October 2020-May 2021). The sites include Kamakura (south of Tokyo) and Kyoto, two cities where actual practices were being implemented to reduce the impacts of tourism on local residents. ...
(1) Numerous studies have been undertaken to investigate the perceived impacts of tourism, particularly from the perspective of local residents. Only a handful have dealt with the coping strategies of this group. In addition, they have largely neglected the successes or failures of the coping strategies and the related consequences. In order to address these gaps, this study aims to investigate the psychological impacts of tourism, focusing on the causes and effects of the negative feelings felt by local residents. (2) Methods: Several qualitative methods, including web archive research, netnography, user-generated content analysis, literature review, and ethnography were employed to gather the necessary data. Japan was selected as the context of this study. (3) Results: This study identified a set of negative feelings and a group of four coping strategies. It also found that the causes of the negative feelings, the bad impacts of tourism, were similar to those in other countries. In addition, the study verified that the effects of the coping strategies were only situational and temporal. (4) Conclusions: Tourism is not stress-free. In order for tourism to sustain, the causes and consequences of its negative impacts must be properly addressed.
... Observations comprised eight mall overviews (totaling eight hours) and 28 store visits (totaling 63,5 h) across 17 stores. 1,470 photographs were taken to enhance detail retrieval, visually capture marketing (Geysmans et al., 2017), and aid analysis (Elliott and Jankel-Elliott, 2003). Of these, 165 photos were imported into NVivo, coded and utilized in the analysis. ...
Purpose
This paper aims to identify marketing strategies incentivizing consumers to purchase used goods and explain how socio-material arrangements frame second-hand retail (SHR). The growing significance and professionalization of SHR underscore the pivotal role of marketing, necessitating an exploration of how second-hand stores can stimulate the consumption of used items.
Design/methodology/approach
Ethnographically inspired fieldwork was conducted across a second-hand shopping mall with 17 stores in Sweden, utilizing actor-network theory (ANT) concepts to examine marketing activities and how these form strategies.
Findings
The findings reveal two marketing strategies: enrolling sustainability supporters and second-hand shoppers. Additionally, the findings provide examples of how SHR can be framed as environmentally friendly, socially sustainable, value for money, creatively experiential and facilitating sustainable consumer behavior.
Practical implications
Understanding the framing processes inherent in second-hand retailing presents opportunities to reinforce the transition to a circular economy. Second-hand retailers can leverage marketing to imbue used goods with greater significance for consumers, which necessitates marketing competencies.
Originality/value
The paper delves into activities that enhance the attractiveness of used goods, a research area that warrants increased attention.
... They served as a basis for identifying potential new dimensions and their items. To generate additional content from the interviews, discussions were held in a more flexible and non-directive manner (Elliott and Jankel-Elliott, 2003). Thus, respondents were free to choose the order of the questions and formulate their answers based on their own views. ...
Purpose – The study has two objectives: (1) expand our knowledge of the relationship between unethical behaviour and both trust and satisfaction and (2) demonstrate that unethical behaviour research should be examined multi-dimensionally.
Design/methodology/approach – Data were collected by resorting to a mixed methods approach. First, individual interviews were performed with 31 bank consumers from six main commercial banks in Bukavu city in the Democratic Republic of the Congo. Interview notes were submitted for content analysis to identify items and components that underpin the unethical practices construct. Second, a quantitative survey was conducted with 410 consumers from the same six banks. An aggregated-disaggregated structural equations modelling approach was used to test the impact of unethical practices on relationship outcomes through two studies. Study 1 tested a model that links unethical behaviour as a one-dimensional construct to trust and satisfaction. Study 2 tested a model that directly connects the four specific unethical behaviour components to both trust and satisfaction. Findings – Results from study 1 reveal that perceived unethical behaviour negatively influences consumer trust. Results also confirm that trust positively influences customer satisfaction. Results from study 2 confirm that unresponsive, disrespect and lying behaviours negatively influence both trust and satisfaction. Banks which are involving in those specific unethical behaviours can neither satisfy their consumers, nor maintain a sustainable and profitable relationship with them. Therefore, unethical behaviours harm the relationships outcomes in the banking sector.
Research limitations/implications – The perceived unethical behaviour scale derives from a single data set and its reliability and validity need to be improved. Relationships between constructs are tested in a more direct way and ignore moderating variables. Perceived unethical behaviour is connected to relationship outcome variables while its impact on firms’ metrics have been ignored.
Practical implications – Banks have to understand customers’ perception of unethical behaviours and find a way to overcome them. Banks should recruit, motivate and retain employees who demonstrate an ethical inclination in the service encounter and create structures and mechanisms in order to monitor and manage unethical practices. Social implications – Banks employees’ unethical behaviour and practices not only damage the trust and reputation of banks but also can lead to frustration on the part of customers and damage their relationship with the institution. Our paper is a warning of this danger and might improve the social interactions between organisations (in general) and customers.
Originality/value – Unethical behaviour is measured with a four-component scale in contrast to previous studies that have used bi-dimensional or one-dimensional scales. The study tests a disaggregated model that links four components of perceived unethical behaviour to relationship outcome variables. Perceived unethical behaviours are analysed from the customers’ perspective by resorting to mixed methods strategy.
... The phrasing and order of the questions were repeatedly altered during the interviews to make them conform to the study participants' characteristics and situations. This also helped in gaining deep insights into the phenomenon under investigation (Elliott and Jankel-Elliott, 2003). ...
Purpose
The present study aimed to provide an understanding of the roles of community-based financial service organizations (i.e. rotating savings and credit associations [ROSCAs] as institutional pillars in facilitating low-income, unbanked consumers’ access to informal financial services).
Design/methodology/approach
Semi-structured interviews were conducted with 39 low-income, unbanked consumers participating in ROSCAs in Pakistan, where only 21% of adults have a bank account and almost four out of five individuals live on a low income. The obtained data were analyzed using the thematic analysis technique.
Findings
ROSCAs’ regulatory, sociocultural and cognitive aspects facilitate low-income, unbanked consumers’ utilization of informal financial services owing to their approachability by, suitability for, and fairness to such consumers. Thus, they promote such consumers’ financial inclusion.
Practical implications
Low-income consumers are mostly unable to access formal financial services due to the existing supply- and demand-side impediments. Understanding ROSCAs’ institutional functioning can help formal financial service providers create more transformative financial services based on the positive institutional aspects of ROSCAs to enhance poor consumers’ financial inclusion and well-being.
Social implications
The inclusion of low-income, unbanked consumers in formal banking services will help them better control their finances.
Originality/value
Many low-income, unbanked consumers in developing countries utilize informal financial services to meet their basic financial needs, but service researchers have rarely investigated how informal financial institutions function. The present study showed that ROSCAs, as informal institutions, meet low-income, unbanked consumers’ personal, social and financial needs in a befitting manner, which encourages such consumers to use the financial services offered by ROSCAs.
... The collection of different types of materials, and the researcher's participation in the activities help to reveal the meanings regarding the object's context (Elliott & Jankel-Elliott, 2003). For this reason, participant observation is important to circumvent problems resulting from interviews, secondary data collection, and document analysis, by deepening the investigated subjects. ...
Our goal is to outline the concept of communal labor in ecovillages of Brazil. To do that, we considered three elements: (1) political orientation for self-sufficiency; (2) technical-productive orientation in self-managed work and in plural economic practices; and (3) socio-environmental orientation centered on the recovery of biodiversity. We collected data in four ecovillages for 49 days, through a methodological path of inspiration ethnography with fieldnote and participant observation, followed by remote monitoring for 22 months. Our option was for flexible procedure to collect complex dynamics of management and routines of life by dialogues between researchers and informants. The results show that communal labor emerged in ecovillages as a resistance to market-centric society, although dependent on it incidentally. If, on the one hand, there are tensions and contradictions, on the other they reveal a strong organizational practice that shows possibilities and ways of redefining the relationships among human beings, and between collective organizations and ecosystems, by mitigating elements of alienation on values that inspire human emancipation.
... The continuous transfer of everyday activities to the online environment has precipitated an increase in the popularity of this qualitative research method among researchers and practitioners (Kozinets, 2015). Netnography, which was originally developed for marketing and consumer research is now an established field in services (Heinonen and Medberg, 2018) and tourism (Shin and Nicolau 2022;An and Alarcón 2021;Brochado et al., 2021;Pearce and Wu 2018;Mkono and Markwell, 2014) Netnography has several advantages over other research approaches such as personal interviews and focus groups, which can cause respondents' inhibition (Elliot and Jankel-Elliot, 2003), and allows for overcoming geographical, time, and cost constraints. The data collected is perceived as richer and more natural in terms of information and enables a more accurate and refined portrayal of realities experienced by consumers. ...
Consumer satisfaction plays a critical role in the success and survival of tourism organizations, including wine tourism. This study aims to identify the determinants of satisfaction and dissatisfaction in wine tourism experiences using a customer-centric approach and analyzing user-generated content. The analysis reveals that satisfaction and dissatisfaction in wine tourism are influenced by different factors, supporting the two- and three-factor theories. Common themes among satisfied and dissatisfied tourists include wine, visits, and related circuits. The study validates online reviews as a valuable source of information and introduces a qualitative content analysis methodology for wine tourism research. Theoretical implications demonstrate that satisfaction in wine tourism is multidimensional, reinforcing existing theories and expanding knowledge of sensory experiences and motivating factors. Managerially, the findings highlight the critical success factors of wine and related activities, emphasizing the need for continuous improvement. Dissatisfiers, such as waiting time and employee performance, can lead to a competitive disadvantage, while satisfiers like wine tastings and aesthetics present opportunities for enhancing customer satisfaction and gaining a competitive advantage. This research contributes to the body of knowledge by shedding light on the specific determinants of satisfaction and dissatisfaction in wine tourism experiences. It underscores the importance of a customer-centric perspective, validates online reviews as a data source, and enhances understanding of the multidimensional nature of satisfaction in wine tourism. The study offers insights for researchers and managers, suggesting alternative measurement tools and encouraging further exploration of sensory aspects and motivations.
... The interview questions were composed in plain language to facilitate effective communication between the interviewer and the interviewees. The interview took place in a non-directive way to motivate the interviewees to fully explain their opinions regarding the research topic (Elliott and Jankel-Elliott, 2003). Of the interviews, 44 were conducted in Urdu, the national language of Pakistan while six were conducted in Punjabi as such interviewees could not speak well in Urdu. ...
... In this study, detailed information about hotel brand experiences is obtained through customer reviews published on prominent websites that are based on non-participant observations. Non-participant observation controls the influence of an outsider on a community [49]. To get the most convenient website for this study, we searched on Google with the keywords "Agra" and "hotels". ...
The competitive environment in the hospitality and tourism industry requires proper attention towards the effective management of hotel brands. Recently, in marketing literature, the customer brand experience has emerged as a multidimensional construct that influences customer loyalty. Stressing the importance of this branding construct, the study explores the underlying dimensions of brand experience in five-star hotel brands in an emerging economy like India. The study employs a qualitative research method, that is, netnography to identify the brand experience dimensions. The results reveal the importance of sensory (sight, smell, sound, touch, and taste), affective (feelings and emotions), relational (feelings of not being left alone), food (memorable meal) and leisure time (freedom to perceive and select activity during free time) experiences.
... Este estudo faz parte de uma pesquisa sobre práticas emergentes no enfrentamento à COVID-19. Com o intuito de atender o objetivo de explorar o uso das lentes das práticas para examinar a emergência e fixação de práticas de limpeza das compras no contexto da pandemia da COVID-19, adotou-se uma abordagem de inspiração etnográfica (ELLIOTT; JANKEL- ELLIOTT, 2003). A etnografia é uma estratégia metodológica que se proliferou em diferentes campos de estudo, desde a antropologia até as ciências sociais, que combina diferentes aspectos de pesquisa, como formulação e refinamento de questões de pesquisa em todo o seu processo, planejamento flexível, investigação aprofundada de natureza qualitativa e abordagem flexível adaptada aos resultados da pesquisa e ao seu público-alvo, com o propósito investigativo de compreensão do mundo social (HAMMERSLEY, 2018). ...
A Covid-19 e as consequentes implicações de seu enfrentamento impactaram substancialmente o comportamento do consumidor. Novos hábitos emergem desse impacto e, por conseguinte, abrem-se novas oportunidades de pesquisa. Tendo em vista o contexto apresentado, este artigo tem como objetivo explorar o uso das lentes das práticas para examinar a emergência de práticas de limpeza das compras no contexto da pandemia da entre consumidores brasileiros. Foi realizado um estudo qualitativo com uso de 34 ‘diários solicitados’ elaborados de forma digital com uso de recursos visuais, áudio e registros escritos. Os principais resultados indicaram que a incorporação das práticas de limpeza das compras antes do seu consumo tem despertado sentimentos de carga negativa no comportamento do consumidor, tornando obrigatório o uso de produtos que já existiam no mercado, mas que não faziam parte da rotina. Apesar dos momentos de relutância de alguns informantes perante esses hábitos, todos manifestaram reconhecer a importância da prática de limpeza, externando reflexões e posicionamentos que apontam para o desejo de sua incorporação após o período pandêmico. As práticas de limpeza de compras emergentes apresentadas demonstram o notável impacto da pandemia da COVID-19 na forma como a limpeza dos produtos adquiridos se configuram entre os processos de compra e uso do comportamento do consumidor, com a possibilidade de impacto ou até mesmo perpetuação e incorporação nos hábitos após esse período de surto mundial.
... Etnografik mülakat, genelden özele doğru yapılmaktadır (Elliot ve Elliot, 2003). Öncelikle kullanıcının çevresini ve yaşam perspektifini anlaşılmaktadır. ...
This article reveals the expectations and concerns of residents Kızılay and Hocabey neighborhoods in Erzincan before and during the urban transformation project. Two separate interviews were conducted with the ethnographic method, covering the 2018-2019 and 2020-2021 periods. The difficulties of leaving the habitual life and the municipality's solutions against the restrictions have been identified. In the first interview series, the two most prominent feelings experienced by the neighborhood residents are the hope for a better life and anxiety about being homeless or not getting the house's value. In the second period, the correct steps taken by the municipality and the transparent care of all households one by one have overcome these uncertainties and generally resulted in the satisfaction of the parties. The biggest challenge in the process is to have more than one owner from the same parcel. One flat was given to each parcel, and the shareholders were asked to agree with each other. In cases of non-agreement, cash payment was made according to the amount of everyone's share.
... A non-participatory approach is naturalistic and reduces the undesirable influence of the outsider (i.e. researchers) on the group (Elliott and Jankel-Elliott, 2003). ...
Purpose
The purpose of this paper is to go beyond the market–consumer intersection and investigate consumer collecting as a network constellation, which includes a range of material and human actants.
Design/methodology/approach
This research adopts a qualitative research process that includes non-participatory netnography and semi-structured online interviews to collect both textual and visual data. Researchers drew from the field of visual anthropology to analyse the visual data. In addition, thematic analysis was used to identify, analyse and report the patterns within textual data.
Findings
Findings of this research reveals key agentic properties of collection constellations and explains how they contribute to the development of seriality and the experience of novelty by shaping curatorial practices within collection pursuits. From the time a collection has been assembled to its countless re-configurations, the network that is composed of a focal collector and a host of other actants interacting within a particular collecting ecology plays an essential role in challenging the agency of the market and the individual collectors.
Research limitations/implications
Although this research investigated consumer collecting from a network perspective, it did not explore changes within those constellations and how such changes implicate collecting behaviour. Therefore, future research may benefit from investigating network transformations on consumer collecting, particularly on curatorial practices and how they shape the trajectory of consumer collections.
Practical implications
Understanding collecting as a relational and iterative “network constellation” enables marketers to engage with their consumers in a more meaningful way. By actively seeking to use the network agentic properties, brands can aid avid handbag consumers and passionate collectors to keep their collections relevant and meaningful. It allows brands to play a role beyond the purchasing stage that characterises the market–consumer intersection and build comprehensive relationships with their consumers. Particularly, by adopting a networked approach, brands can provide collectors with privileged and scientific brand knowledge to help them caretake and experience their cherished possessions.
Originality/value
This study goes beyond the market–consumer intersection and atomistic explanations of collecting phenomena in its investigation and theorises collecting as a relational and iterative “network constellation”. It challenges the subject-oriented ontology of collections literature through explaining how such network interactions inspire collecting behaviours, help collectors maintain and celebrate their cherished collections and change the trajectory of collections pursuits.
... In consumption studies, the physical landscape has been invoked to stimulate embodied narratives, ranging from accompanied shopping (King and Dennis, 2006;Lowrey et al., 2005) to retail ethnographies (Healy et al., 2007;Joy et al., 2014), home-based ethnographies (Coupland, 2005;Elliott and Jankel-Elliott, 2003) and retail rhythms in the market space (Warnaby, 2013;Kärrholm, 2009). However, these studies have tended to focus on places of retail, home or leisure as a static space, disregarding the routes to and from these sites. ...
Purpose
Consumer studies drawing on interpretative approaches have tended to rely on sedentary interviews, which the authors argue are ill-equipped to capture the embodied, tacit and pre-reflexive knowledge that conditions routinized practices. This paper aims to provide practical and theoretical framing of the walking-with technique, in particular, with reference to practice theories. Specifically, this paper draws on Bourdieu’s concept of the “habitus” to illustrate the “workings” of the habituated body in performing routine consumption.
Design/methodology/approach
This paper used the walking-with technique to elicit “mobile stories” with senior executives in Hong Kong. This paper explored how walking to and from work/lunch/dinner can open up culturally and historically embodied narratives that reflect evolving consumption practices throughout participants’ professional trajectories.
Findings
This paper demonstrates the uses of the walking-with technique by illustrating how embodied narratives foreground the pre-reflexive practices of mundane consumption. This paper illustrates how walking as a “mobile mundane practice” can expand a researcher’s horizon of understanding, enabling them to “fall into the routines of participants’ life”, “get into grips with participant’s temporal (time travel portal) and cultural conditioning” and “co-experience and empathise with participants through bodily knowing”. The authors argue that walking-with necessarily implies an inter-subjective sharing of intermundane space between the researchers and the participants. Such a method is therefore conducive to engendering co-created embodied understanding-in-practice, which the authors argue is accomplished when there is a fusion-of-habituses. Future applications in other consumer contexts are also discussed.
Practical implications
The walking-with technique embeds data collection in the day-to-day routes taken by participants. This does not only ease the accessibility issue but also render real-life settings relevant to participants’ daily life.
Originality/value
Despite receiving growing attention in social science studies, the walking-with technique is under-used in consumer research. This paper calls for the need to mobilise walking-with as a method to uncover practical and theoretical consumer insights in a way that allows for embodied and performative knowledge (know-how) to emerge.
... Belirli bir kültürü inceleyen sosyal bilimlerden olan kültür analizi bir toplumun ya da grubun tutum ve davranışlarını doğrudan gözlemlemek ve bu gözlemler sonucunda o topluma ait betimsel bir çıkarımda bulunmaktır (Agafonoff, 2006). Bu tür bir araştırma yapan kişinin, kendi kültüründen soyutlanarak, araştırma yaptığı halkın dilini konuşması ve aralarında en az bir yıl yaşaması gerekmektedir (Elliot & Elliot, 2003). Böylece araştırmacı araştırma yapılan topluluğun bir bireyi olacak, insanların tutum ve davranışlarını daha iyi değerlendirebilecektir. ...
Elinizdeki kitap, binlerce yıllık deneyimlere dayalı olarak gelişen ve halk bilgeliğini temsil eden geleneksel eğitim yöntemlerinin modern eği-timde kullanılması amacıyla hazırlanmıştır. Etnopedagoji insanın kalbine dayanan, ruhu sevgiden oluşan bir eğitimdir. Çocuklara karşı, mesleğe karşı, kültüre karşı, halkına karşı ve vatanına karşı sevgiyle yoğrulmuş halk pedagojisi konusunda yetişmiş bir eğitimci öğrencilerini ve ailelerini daha iyi anlayabilecek ve gençlerin gerçek bir eğitimcisi olabilecektir. Modern eğitim sistemlerinin, başka hiç bir eğitim sisteminde eşi benzeri olmayan bir etki ve başarıya sahip halk pedagojisine gözlerini kapaması düşünülemez. Evrensel insan kültürünün derinliğini oluşturan ulusal kültürlerin kaybol-madan devam etmesi, etnik öz bilincin oluşması, milli karakterin devamı ve bireylerin ulusal değerlere dayalı kişiliğinin oluşumu etnopedagoji ile mümkündür. Bu nedenle etnopedagoji konusunda hazırlanan bu kitap, Türkiye’de eğitim ve etnik kültür alanındaki boşluğu doldurmaktadır.
... Ethnographic Market Research is conducted directly in the customer's environment and is often based on video recordings of customers as they use products. This kind of research consists mainly of observing the problems customers experience with existing products (Elliott and Jankel-Elliott, 2003) but it also identifies users' emotions connected to the use of products (Bruce et al., 2007). Therefore, the technique is also called Empathic Design since it helps market researchers understand and empathize with customers (Leonard and Rayport, 1997). ...
Mid-sized businesses (MSB) and mid-sized B2B businesses (MSB2B) in particular are often ignored in the research on innovation management. Yet, MSBs are very important for the growth of economies worldwide and it is of utmost importance for their future performance to develop new products. For the successful development of new differentiated products in MSBs, the early identification and consideration of customers’ hidden needs is crucial. Techniques that can be used to generate customer insights are often referred to by the term voice of the customer (VOC). However, extant research has treated this term very inconsistently. This is why, it is difficult for MSBs to decide which techniques are most useful to them. For MSBs, that have limited resources, this is a particular issue and best practices of how MSBs identify their customers’ needs for different types and different phases of innovation projects are lacking.This review aims at clarifying the aforementioned issues for MSB2Bs. Based on an analysis of the limited research on using hidden needs techniques in MSB2Bs, actionable recommendations are derived as to which hidden needs techniques are most useful for MSB2Bs and which best practices should be considered when developing new products in MSB2Bs. Opportunities for academia and practitioners are identified and managerial implications for industrial product innovation in MSB2Bs are discussed.
... However, other characteristics besides the expense of ethnographic research tend to be off-putting to corporations. Such results are often too inconclusive and ambiguous for many organizations -the process of generating insights requires more interpretation than organizations are typically used to (Elliott and Jankel-Elliott 2003). In addition, ethnographers come with less pre-planned frameworks, prepared questions, and hypotheses than the typical manager is accustomed to. ...
China, as one of the oldest civilized regions in the world, has emerged as something of a “new world” because it is working to embrace its essence and heritage and link them to viable economic strategies. In the last 25 years, China has made tremendous strides by doing so. The country and its people have every right to take pride in these accomplishments. With these successes under their belt, many Chinese leaders and intellectuals anticipate continuing growth. China’s plans and strategies are often based on this premise. The U.S. is tremendously interested in the Chinese economy and business environment. China has emerged as a global superpower, and scholars and business people in the U.S. are keenly interested in learning how this will continue to affect them and how they can do business with China. In response to growing interest from international and Asian scholars, North American Business Press is pleased to announce our Modern China Series (MCS) books, the first of such series in the U.S. and has garnered tremendous interest both in the U.S. and around the world.
With our first book reaching stores in September 2011, this initiative aims to develop relationships between NABP and Chinese scholars. They desire to promote their academic and applied business writings to the rest of the world. We have had overwhelming demand for the Modern China Series from authors who would like to publish in the series and people who would like to read the books. Currently, there are ten books published in the series, and, additionally, we have a couple of dozen books that we are considering for the series. The books have been viewed by tens of thousands of people from the U.S. and the rest of the world.
We have published books on several areas revolving around the Chinese business environment. We have a few that focus on the best practices in marketing in China, a couple relating to “best vi practices” in doing business in China, and a few on the outlook of the Chinese economy. The market for the Modern China Series is enormous. Tens of thousands of scholars are keenly interested in the Chinese economy’s continued growth and its implications on the business world. Even more significant are the millions of business people that are interested in the impact that China will continue to have on the global economy. It is difficult to pin down the exact demand for the series, but it Is enormous. We have big plans for growing the Moderns China Series. This can be one of the most significant economic/business series ever produced.
We are very selective with the books we will add to the collection, but we encourage scholars who think they have unique and exciting perspectives on China to submit their books to us. From the readers’ perspective, we are committed to producing high-quality books regularly, so readers should expect a steady stream of insightful books to come out for many years. This initiative is headed by Dr. Robert Tian, a renowned researcher and academic. He spearheads our efforts in partnering with foreign authors and administering day-to-day operations of this series. Dr. Tian, a Vice-President with North American Business Press and Editor of this series, spends much of his time in Beijing, Shanghai, and other Chinese cities, focusing on developing and managing our interests with authors and universities. Below is the list of the books we have published:
Enterprise Strategy: New Horizon, authored by Zhang Xiuyu Governance of Private Enterprises in Modern China, authored by Zhong Qin; The Art of War and Enterprise Strategy Management, authored by Fu Shouzhi; Marketing Issues in Modern China, edited by Robert Guang Tian et al. The Footprints of the Academician authored by Fu Zhouzhi vii Marketing and Economics in Modern China (I) edited by Xiaoguang Qi et al. Marketing and Economics in Modern China (II) edited by Wang Tianjin et al. An Islamic Heritage in China authored by Ma Zhanming China Environmental Anthropology authored by Wang Tianjin, Tian Guang, and Ma Jianfu Can China Rule the New World? Authored by Tian Guang and Chen Gang Critiques on Pan-Marketization authored by Li Cunlin, Liu Hongfei, and Tian Guang Economic and Business Anthropology in China edited by Xiaoguang Qi and Tian Guang China-Mongolia Economic Corridor authored by Eerdun Taoketao, Zhang Zhe, Wang Gang and Wei Lisi Anthropology of Chinese Foodways authored by Tian Guang and Chen Gang.
... A técnica procura, com base em pressupostos estipulados pelo investigador, obter respostas a partir da experiência subjetiva de uma fonte escolhida por possuir informações que se deseja conhecer (ELLIOT; JANKEL-ELLIOT, 2003). Denzin e Lincoln (2000) ensinam que a técnica de entrevistas em profundidade permite ao pesquisador interagir diretamente com o entrevistado, para que esses revelem seus pensamentos e suas crenças sobre um determinado fenômeno, permitindo maior penetração na realidade pesquisada. ...
Este estudo traz ao debate as formas de utilização dos termos recompensa e reconhecimento que, apresentados inicialmente como sinônimos, na literatura especializada e no discurso de gestores da área de Recursos Humanos, são distintos quando de sua aplicação prática no contexto organizacional. A pesquisa se alinha epistemologicamente ao paradigma de pesquisa interpretativista, tendo utilizado o método hermenêutico para interpretação dos dados colhidos por meio entrevistas em profundidade com onze executivos da área de Gestão de Pessoas. A análise permitiu compreender as recompensas como elementos direcionados para metas objetivas, quantificáveis, normalmente definidas e comunicadas com antecedência pela organização, cujos critérios explícitos de aferição obedecem a uma relação de troca normalmente impessoal, com reforço da motivação extrínseca e com maior impacto no controle do comportamento. O reconhecimento, por outro lado, apresenta-se como um elemento associado ao reforço dos valores organizacionais e centrado em atitudes e comportamentos, podendo ou não envolver resultados qualitativos e/ou quantitativos. Predominantemente pessoal e determinado a partir do julgamento relativamente subjetivo e discricionário, o reconhecimento é comunicado após o fato que lhe deu origem, reforçando a motivação intrínseca e possuindo pouco ou nenhum impacto sobre o controle do comportamento.
... In other words, they aim to reveal secret and difficult-to-access information about the user. These methodologies include, but are not limited to, ethnographic research (Elliot & Jankel-Elliot, 2003), rapid prototyping (von Hippel, 1986), lead user involvement (von Hippel, 1986), observation of user behaviours (Hjalager & Nordin, 2011), storytelling (Christiansson et al., 2008) and contextual inquiries (Holtzblatt & Beyer, 1993). Recent discussions (Brown, 2008;Rosted, 2005;Wise & Hogenhaven, 2008) have started seeing UDI as a business philosophy, in which all business strategies, tactics and processes are oriented to the users. ...
... Traditionally, customer knowledge has been acquired through conventional research methods such as focus groups, interviews and experiments (Gentile et al., 2007). However, these approaches have been criticized to suffer from respondent inhibition (Elliott and Jankel-Elliot, 2003;Izogo and Jayawardhena, 2018). More recently, developments in big data analysis have unlocked possibilities to gain customer insights for customer experience management. ...
Purpose
This paper aims to develop a theoretical framework for the conceptualization of customer experiential knowledge (CEK) by logically combining its different dimensions into one coherent explanatory concept. Drawing on the integration of the literature on customer experience, customer knowledge management and customer insights acquisition, supported by adequate empirical evidence, the framework provides a systematic, comprehensive and accurate understanding of CEK which, could contribute to the identification of relevant customer experience insights useful for customer knowledge management.
Design/methodology/approach
The analysis follows an inductive/deductive interpretative approach and it is based on a netnography of specialty coffee bloggers’ narratives in relation to their sustainability practices.
Findings
The paper identifies the following six types of CEK: normative, subcultural, epicurean, transcendental, subcultural and symbolic. Accordingly, CEK is defined as the knowledge tacitly possessed by customers in relation to how they live their consumption experiences according to a body of heterogeneous socio-cultural contextual factors (ethos, norms and symbols) and subjective influences (emotions, ingenuity, instincts and senses) deeply embedded into the narrative of a consumption experience.
Originality/value
While CEK has been largely observed and acknowledged, it has not been yet adequately addressed by existing research. The provision of a conceptual definition of CEK which emphasizes its different dimensions will be of use to both academics and practitioners to better identify and categorize the different manifestations of CEK when undertaking empirical observations or managerial decisions.
... To investigate digital shopping routines, we have conducted ethnographically inspired fieldwork in which we combined interviews with observations ( Elliott and Jankel-Eliott, 2003 ;Hammersley and Atkinson, 2007 ) to explore how consumers utilize three types of digital food platforms. ...
New digitally enabled modes of food provisioning are being developed. The aim of this paper is to examine, empirically illustrate, and conceptualize how and under what conditions these digital food platforms become routinized and what this means for the enabling of sustainable food consumption. Drawing on an ethnographically inspired study of three digital food provision platforms - i.e. meal box schemes, digitalized local food markets, and a food aggregator app – the paper explores how new digital food platforms are introduced and become routinized. The study shows that to create a shopping routine, specific combinations of meanings, materialities and competencies had to be interlinked and configured to enable the consistent reproduction of a shopping practice mode. Furthermore, the analysis also shows that there are multiple ways of carving out a space for new food shopping routines. The digital platforms studied and the modes of food shopping that they enabled were able to replace, complement or reconfigure already-established food shopping practices. Finally, the conclusions suggests that while these new modes of food provisioning became routinized, it was unlikely that they would remain so over time. Only a temporary stabilization was possible as built-in dynamics meant that the shopping routine was unable to last. This brings to the fore the challenges faced by those trying to promote new digitally enabled modes of sustainable food consumption.
Customer-dominant market research is the systematic and continuous exploration, processing, and interpretation of relevant information about the individual customer, their logic, ecosystem, life sphere, and life phase, to substantiate strategic and operational marketing decisions for provider integration. Customer-dominant market research follows the basic understanding of an ethnographic research approach and is thus characterized by a qualitative orientation and combination of observation and survey forms. The chapter explains the application of a multi-method approach to obtain (un-)structured data and to design the research process evolutionarily by depending on the knowledge gained about the customer logic, the customer ecosystem, and the life sphere and life phase of the customer, a step-by-step and flexible combination of data and research methods is carried out.
This publication presents a discussion of issues involved in the planning, design, and execution of international consumer product tests across cultures and countries (cross-cultural consumer research tests), and the data analysis and interpretation of the results. This document addresses the unique situations involved in the design and execution of tests conducted with different cultures or in foreign countries. Special consideration is given to language issues, questionnaire design, and test execution based on key cultural differences among countries.
This publication consists of two sections: the main document (General Principles) and individual documents covering specific countries or cultures. The former addresses the general test conditions and issues involved in international consumer product testing across cultures and countries. While some specifics and examples are provided throughout the General Principles document, explicit examples and country information are provided in the country specific documents. For discussion purposes the country specific documents will be referred to as appendices. These appendices focus on country-specific testing information, caveats, and scenarios.
This document does not recommend a specific test method or procedure. Rather, it is a discussion of relevant topics applicable to consumer research conducted with different cultures and in different countries.
Netnografi; etnografi gibi doğalcı, katılımcı, tanımlayıcı, çok metotlu ve uyarlanabilir olarak görülmektedir. Netnografi sosyal medyayı sadece bir pazarlama aracı olarak değil, yüksek seviyede tüketici içgörüsü sağlayacak bir yol olarak tanımlar. Netnografi özelinde yapılan çalışmalar incelendiğinde bu yöntemin özellikle kültür
kodlarıyla ilintili olduğu görülmektedir. Netnografinin temeli ve konusu insandır. İnsan ve toplumla ilgilenen antropoloji ve sosyoloji konuları da bu çalışmanın kültür kodları ile ilişkisi içerisinde değerlendirilme ihtiyacını doğurmuştur. Gerçekleştirilen araştırmada akademisyenlere ve pazar araştırma sektöründeki profesyonellere
netnografi yöntemi detaylıca sorulmuş, yöntemin kullanımından sanal toplulukların özelliklerine kadar birçok konuda özel sektör ve akademinin nabzı tutulmuştur. Araştırma kapsamında yapılandırılmış mülakat formu ile 7 akademisyen ve 9 sektör profesyoneli olmak üzere toplam 16 görüşme gerçekleştirilmiştir. Görüşmecilere
netnografi yöntemi, netnografinin pazarlama ve pazar araştırma yöntemleri içerisindeki yeri, yöntemin avantajdezavantajları ile uygulamada kullanımına yönelik sorular yöneltilmiştir. Ayrıca sanal topluluklar, sanal toplulukların sosyolojik yapısı ve sanal toplulukların pazarlama kararlarına etkisine yönelik yanıtlar datoplanmıştır. Bu çalışmada, netnografi perspektifine dayalı olarak dijital pazarlama kararlarının alınmasına katkıda bulunmak amacıyla, sektör profesyonelleri ve akademisyenlerin görüşleri alınmıştır. Elde edilen bulgular, eğitimli netnograf sayısının yetersiz olduğunu göstermektedir. Sonuç olarak çağa uygunluğu, ulaşılması zor olanı
ulaşılabilir kılması, hızlı olması, kaynak gerektirmemesi, sanal toplulukların yapısını açıklayabilmesi vb. açılardan netnografik çalışmaları yapabilecek donanımlı ve eğitimli netnograflara ihtiyaç duyulduğu tespit edilmiştir.
This article aims to understand representations of cultural consumption experiences performed by posting images on Social Networking Platforms (SNP) by lower-class individuals who visited the National Museum/UFRJ. The study was carried out employing ethnographic-inspired research, which comprised the stages of participant observation in the exhibitions, interviews with visitors, and digital observation of their publications in SNP. Among the results achieved, it is possible to highlight that the publications largely reflect practices and values that already existed before the so-called “digital life,” such as the importance of kinship and bonds of friendship in everyday relationships.
Resumo Este artigo tem como objetivo compreender representações das experiências de consumo cultural realizadas através de postagem de imagens em mídias sociais por indivíduos de classes populares que realizaram uma visita ao Museu Nacional/UFRJ, no Rio de Janeiro. O estudo foi realizado por meio de pesquisa de inspiração etnográfica, que compreendeu as etapas de observação participante nas exposições, entrevistas com os visitantes e observação digital de suas publicações em mídias sociais. Entre os resultados alcançados, é possível destacar que as publicações realizadas nas mídias sociais refletem, em grande parte, práticas e valores já existentes antes do surgimento da chamada “vida digital”, como a importância do parentesco e dos laços de amizade nas relações cotidianas.
This research focuses on the parasocial relationship space enabled by the Thai Kentucky Fried Chicken (KFC) restaurants’ fan pages (Facebook) and their customers. Parasocial interaction is triggered by the stimuli of the marketing arm of the restaurant chain and its employees, by engaging the customers in an attempt to create favorable performances. An S-O-R (Stimuli-Organism-Response) model is introduced to capture the holistic configuration of the phenomena of social interaction, which addresses the research objective, while the details of the nature of the phenomena answer the three research questions being raised. In particular, this research contributes to demonstrating the usefulness of netnography, which is effective in enriching the understanding of parasocial interaction that has lacked the rigor and validity in measurements in the existent literature. In addition, this research identifies also the agentic and intentional components of parasocial interaction, which fills the gap in the existent literature. In sum, this research serves both the exploratory and explanatory purposes of the research.
This research acknowledges the exponential development of social media and application-oriented technologies on the Internet that propel marketers to accept the social media-driven brand community as a dominant platform for marketing campaigns and strategy implementation to establish favorable brand equity. To be specific, this research recognizes that consumers select the brand community to fit their identities that fulfil their cognitive and affective gratifications, which in turn benefit the company by enhancing the brand image perception. Specifically, social identity theory is exploited which guides the development of the conceptual model to address the research objective, while netnography-based research method is employed, as an exploratory research effort, to provide a rich picture and understanding of the conceptual model. This research provides numerous contributions to the research, in particular concerning the role of consumer brand identification (CBI) in the value co-creation, as well as the use of the value of co-creation in strengthening brand image, CBI and other sources of CBI such as benefits, emotional attachment, product preferences, and marketing strategies.
Generally, engaged students manifest process-oriented efforts of involvement in learning, cognitively, behaviorally and emotionally. When students are engaged, they reveal better ability to solve problems and higher students’ achievements. This research provides significant insights and demonstrates a good understanding of the nature and the architecture of student engagement and its antecedent personal environmental factors, and consequential values, which is made possible by the use of mix research method. The mixed method involves surveys and netnography. Netnography is a relatively new research method, which involves complete or non-intrusive observation in an online environment. The survey outcomes reveal that student engagement is influenced by both personal and environmental factors, and the significant ones are self-efficacy and belief in job prospects and performance in the personal field. In addition, the relationship between the students themselves and with the teacher, and the parent, and the learning environment and ethical atmosphere are shown to be the significant ones influencing levels of student engagement.
The social media-based brand community engagement is the major focal area for this study which is enabled by Facebook fan pages and Instagram accounts of twelve dominant wedding services providers in Thailand and their customers. The social media-based brand community engagement is elicited by both customers and the brand. Brands participating in the attempts to stimulate brand community engagement by employing the business model characteristics factors via the relevant sense channels while the customers are driven by the personal motive and values. Social media-based brand community engagement is an attempt to create values that lead to customer loyalty and, in turn, enable customer advocacy in community engagement respectively. A conceptual framework manifests the holistic phenomena of brand community engagement configuration and depicts the areas for marketing implication that address the research objective. Meanwhile, three research questions are raised accordingly. This research is both exploratory and explanatory in nature. While netnography method is exploited in data collection, the grounded theory approach is employed to deliver data analysis of validity, reliability and analytical generalizability.
O objetivo do artigo é discutir alguns aspectos das apropriações da tecnologia computador no universo das camadas populares urbanas, enfocando o ambiente das lan houses e as navegações em redes sociais e games. O estudo tem como orientação principal a abordagem antropológica do consumo, fazendo uso de uma metodologia de “inspiração etnográfica”. Mesmo quando não têm computadores em casa, os jovens pesquisados mostram uma grande familiaridade com certos aspectos da vida digital, devido à grande freqüência nas lan houses. Os resultados da pesquisa mostram a apropriação desses espaços como uma espécie de clube local, bem como práticas de navegação coletiva - surgem “máquinas coletivas”, funcionando em um mundo colaborativo, onde vários usuários ficam em torno de um mesmo computador, interagindo durante a navegação - que revelam a importância do reforço dos vínculos sociais já existentes nas práticas relacionadas às redes de relacionamento virtuais.
The co-creation of new value requires entrepreneurs to have insight into a new direction that might turn out to meet desires or needs that could not have been known before. Yet, entrepreneurs are just the beginning, because the co-creation of new value depends on the consumer environment. For entrepreneurs this means a request to interact with contemporary consumers who pursue new consumption experiences. Accordingly, it is evident that entrepreneurs should have a clear understanding of consumers and their social contexts, because collaboration between entrepreneurs and consumers has become the core of business. However, entrepreneurship scholarship has thus far paid only cursory attention to consumers, and scholarly interest has largely neglected the interactions between entrepreneurs and consumers. Unfortunately, this has led to a limited understanding of the essence of entrepreneurship, and, thus, to a limited understanding of where the new value truly emerges from.
Therefore, the main aim of this dissertation is to suggest an interaction-based approach to entrepreneurship research. While conducting this research, I focus on the complex phenomenon of the co-creation of new value. I elaborate a theoretical framework of the co-creation of new value by synthesizing different theoretical debates. Using this theoretical framework, I provide novel insights into decision making, action and context, the key elements that must be taken into account to comprehensively understand the complex and dynamic co-creation of new value. Furthermore, this dissertation empirically provides some abstractions of reality to illuminate some new insights on whence new value truly emerges and how it is co-created.
Based on the acquired theoretical knowledge and empirical studies, I have summarized my key findings into three subpropositions. First, I argue that when aiming to co-create new value, entrepreneurs capture relevant knowledge about their consumers by making sense of the multilayered consumer environment. Second, I claim that interaction practices, which involve multiple actors, construct legitimacy that at times enables and at others constrains entrepreneurial efforts and the co-creation of new value. Third, I state that consumers constitute the multilayered consumer environment that works as a context for the co-creation of new value by situating themselves in relation to the social environment and their situational self. These three subpropositions collectively illustrate that the co-creation of new value is a highly interactive event. Therefore, my main proposition, which answers the main research question and fulfills the main aim of this dissertation, is that, when co-creating new value, entrepreneurs can tap into the consumer environment by adjusting their sensemaking, judgment, and practices for the socially situated interplay of decision making, action, and context.
Overall, I believe that, with this dissertation, I have been able to gain new insights on whence new value truly emerges and how it is co-created. Furthermore, with this dissertation I also foster some novel ways to break away from the process perspective and to capture time-sensitive descriptors of ongoing actions and the new value that is pursued. Thus, I consider that my propositions bend some boundaries of the existing entrepreneurship research and make some important contributions to the field of entrepreneurship. Moreover, I am certain that my findings provide some topical and practical knowledge for entrepreneurs and entrepreneurially minded managers, the advisers within the institutions who support entrepreneurs, and also for entrepreneurial education.
„The Social Use of Advertising“ von Mark Ritson und Richard Elliott (1999) untersucht die Wahrnehmung von Fernsehwerbebotschaften durch britische Heranwachsende. Die Autoren nutzen teilnehmende Beobachtungen und Leitfadeninterviews, um zu untersuchen, wie Heranwachsende Werbebotschaften wahrnehmen und in die soziale Interaktion mit anderen einbetten. Die Studie belegt, dass Heranwachsende regelmäßig über Werbung mit anderen sprechen, diese kritisch bewerten und ritualisieren. Der Aufsatz löste zahlreiche ethnographische Studien zu den sozialen Kontexten der Werbewahrnehmung aus.
DİJİTAL ÇAĞDA PAZARLAMA KARARLARI AÇISINDAN YENİ PAZAR ARAŞTIRMA YÖNTEMLERİNDEN NETNOGRAFİNİN KÜLTÜR KODLARIYLA İLİŞKİSİ VE BİR ARAŞTIRMA
Robert Kozinets Mart 2010’da yazdığı “Netnografi: Pazarlamacının Gizli Silahı” isimli makalesinde, netnografinin etnografi gibi doğalcı, katılımcı, tanımlayıcı, çok metotlu, uyarlanabilir ve bağlam odaklı olduğundan bahseder. Ayrıca pazarlamacılara sosyal medyayı sadece bir pazarlama aracı olarak değil, sürekli olarak yüksek seviyede tüketici içgörüsü sağlayacak bir yol olarak görmeleri gerektiğinden bahsederken netnografinin kültürel içgörülere dönüştürülecek sosyal medya verilerinin oluşturulması için antropolojiye dayalı sağlam bir yöntem olduğunu vurgular.
İnternet, her çeşit dijital verinin ve bilginin büyük bir deposu olmasının dışında, folklor ürünlerini dijitale dönüştüren, basılı çalışmalar ve kültürel eserler koleksiyonu ve sözlü gelenekte güçlendiren unsurlarda olduğu gibi folkloru genişletip güçlendiren yeni bir çoğaltma teknolojisidir. Bu nedenle internet, popüler kültürün işlevini inkâr etmez ama folklor kılavuzu gibi davranır ve kültürel üretim için bir araç olarak folklor araştırmacılarının günlük işlerinin içine yerleştirilir (Grimes, 1992).
Kozinets, “Sanal topluluklar, belirli bir toplumun veya grubun davranışlarını yönlendirmek için hizmet eden kültürleri, öğrenilen inançları, değerleri ve gelenekleri oluşturur veya ortaya çıkarır” demektedir (V. R. Kozinets, 2010).
Netnografi özelinde yapılan çalışmalar incelendiğinde bu yöntemin ağırlıklı olarak kültür kodlarıyla ilintili olduğu gözlenmiştir. Bu durum, atası etnografi için olduğu gibi benzer şekilde netnografi için de geçerlidir (Varnalı, 2019, s.13). Netnografide ana konu yine insandır. Ancak insanı inceleyen antropoloji ve toplumu inceleyen sosyoloji konuları da yine bu çalışmanın kültür kodları ile ilişkisi bağlamı dolayısıyla konu içerisinde değerlendirilme ihtiyacını doğurmuştur.
Tüm bu ihtiyaçlar ve ilişkiler çerçevesinde, netnografinin köklerini oluşturan bu kavramlar üzerinden hem yönteme hem de yöntemin araştırmalara sağlayacağı katkılara derinlemesine bir bakış sağlaması, teoride ve uygulamada yapılacak çalışmalara kaynak olması amaçlanmıştır.
By drawing on the theory of planned behavior, this paper discusses the influence of culture, attitude and perceived quality on place likeability. This paper aims to find out whether mall visitors in Saudi Arabia, are willing to like a place as a result of social pressure. This study used a self-administrated questionnaire, where 300 mall visitors were asked to fill the questionnaire. The findings indicated that social pressure plays a significant role in shaping individuals’ perceptions toward liking/disliking a place, and toward re-visiting a place. This paper provides a guideline for mangers who would like to have their firms liked by their customers. In addition, managers can benefit from this study, considering the fact that the likeability concept leads to revisit intention which leads to customer loyalty.
Nowadays, organisations recognise the enormous strength of design thinking, as a set of thought processes, to deliver solutions to a plethora of management problems. Design thinking can be applied in many business functions including the organisation’s branding strategies. This chapter discusses the contributions of design thinking to brand management by presenting a conceptual framework which explores the connections of the design thinking process with brand equity and its management. Working together, brand managers and designers need to continuously evaluate the performance of the brand by conducting the brand audit to sustain and improve brand equity. Design thinking can help them successfully pursue the brand audit, through the power and scope of consumer ethnography to achieve empathy. Consumer ethnographic studies can help brand managers and designers identify branding problems and/or opportunities which require their attention. The design thinking process also enables them to develop solutions and determine the most optimum strategies to address these problems and/or to capitalise on these opportunities. It also provides brand managers and designers a human-centred approach to balance brand consistency and brand relevance, and continuously manage and enhance brand equity.
The structural transformation of retail is challenging for many small cities. Rather than seeing the retailer as a sole player, this article considers retail in small cities to be shaped in a retail eco system consisting of many different actors besides retailers such as municipalities, landlords, business/city organisations, customers/citizens. The key contribution of the article is to provide new perspectives on the challenges and management of retail in small cities by applying a metaphor from the culture and fine arts sector, orchestration. The article is based on a combination of in-depth interviews and participant observation at three small cities in Sweden. In total, 38 interviews have been conducted with representatives of retailers, municipality, business/city associations and landlords.
The general aspects of retail eco system as an orchestra are presented according to Klein and Kozlowski, (2000) multilevel constructs: compiled (bottom-up), composite (top-down) and emergent (culture, history). Thereafter, a number of orchestration techniques, structured around Pine and Gilmore, 1999 dimensions of experiences are presented. The article shows that the future of retailing in small cities is not merely dependent on the retailers, but on collaborations with other retailers, landlords and municipalities. An understanding of consumer culture and development of entrepreneurship culture and networks is crucial for survival and prosperity. Furthermore, rather than copying strategies developed both in and for metropolitan areas, there is a need to build on and strengthen the characteristics of the local retail eco system and the community brand identity.
Reklam alanında çalışan profesyoneller devamlı gelişen ve değişen medyaya ve hedef kitlelere uyum sağlayabilmek, tüketicinin ne düşündüğünü, ne hissettiğini ve ne beklediğini anlayabilmek için çeşitli araştırma yöntemlerine başvurur. Bu bölümde sosyal bilimlerin nitel araştırma yöntemleri arasında her geçen gün daha fazla başvurulan yöntemler olan etnografi ve netnografi teknikleri incelenecektir. Gündelik yaşam pratiklerinin dijital uzam ve dijital kültür alanına genişlemesiyle birlikte bu alan incelenmeye açık hale gelmiştir. Bu araştırmalarda kullanılan yöntemlerden biri de son yıllarda sıklıkla başvurulan dijital etnografi, diğer adıyla netnografi tekniği olmuştur. İnternetin gelişmesi ve günlük hayatın önemli bir parçası haline gelmesiyle dijital ortamda varlığını sürdüren insan toplulukları ve taşıdıkları kültürel örüntüler, yaşam tarzları, tüketici davranışları gibi konular ilgi odağı olmuştur. Başka bir deyişle günlük yaşamda insanı anlamaya çalışan etnografi inceleme alanını değiştirmiş ve internet üzerinden yürütülen araştırmalarda kullanılan bir yöntem haline evrilerek netnografi adını almıştır. İnternet üzerinde bir araya gelen tüketici gruplarının anlaşılması için netnografi önemli bir yöntem olarak reklam araştırmalarında da kullanılmaya başlamıştır. Netnografi temelini etnografi tekniğinden aldığından öncelikle etnografi tekniğine değinmemiz konuya bütüncül bir bakış açısı ile bakmamızı sağlayacaktır.
We approach elements of substantive rationality in administrative practice, in productive organizations, through attributes of communal management in agricultural production activities and care for natural and human life in ecovillages. Inspired by ethnography, we visited four ecovillages for 49 days, following daily life and working relationships. The results show that management routines emphasize social reproduction under principles of self-sufficiency. The sharing of land and the means of production and the orientation to collective care comprise an environment of social and economic security based on voluntary community bonds. Prevail management processes with a bias of substantive rationality that interconnect demands and ecological activism with actions to mitigate ecological degradation and enhance the diversity of life, characterizing traces of human emancipatory administrative practices in the productive sphere in private organizations.
KEYWORDS:
Ecovillages; substantive organizations; substantive rationality in administrative practice; agroecology; communal management
Ethnography is a research approach that deals with the study and representation of culture. Although it has its roots in anthropology and sociology, it has attracted the attention not only of scholars from different disciplines, but also of practitioners. Several research textbooks discuss the principles and the strategies for carrying out an ethnography. Instead of focusing on the principles of the research approach, the chapter explains its application by focusing on personal experiences for an ethnography carried out in a sensitive research context – the squatter neighborhood and the dwellings of poor urban migrants. The chapter explains the problems encountered before and upon entry into the field and presents the strategies employed to overcome these challenges. Eventually, it aims to help researchers and practitioners that are interested in the adoption and the use of this research approach.
Purpose
As other actors in the service ecosystem often have a pivotal role in value creation for actors experiencing vulnerability, this paper aims to explore caregiving customer value co-creation in services for animal companions.
Design/methodology/approach
Study 1 follows a two-step procedure, using two different qualitative approaches (interviews and observations) to identify caregiving customer value co-creation activities. Study 2 serves to empirically test a higher-order structure of caregiving customer participation behaviour in value co-creation and test for differences regarding customer and service characteristics (questionnaire survey; n = 680).
Findings
The results reveal the existence of various value co-creation activities towards the service provider (e.g. cooperation under consideration of the animal companion’s needs) and animal companion (e.g. emotional support). Significant differences in individual caregiving customers’ activities were found regarding gender, age, type of service and animal companion. Caregiving customer value co-creation is influenced by emotional attachment and has a positive effect on value outcomes for both the caregiving customer and the animal companion.
Originality/value
This study extends and enriches customer value co-creation literature by providing innovative findings on various such caregiving activities and value outcomes in services for (non-human) actors experiencing vulnerability. It also adds knowledge by showing differences in customer value co-creation behaviour regarding specific customer and service characteristics.
Constructive Engagement (CE) aims at developing sustainable and equitable marketing systems that ensure collective well-being. This paper reflects on an initiative that constructively engages with impoverished market actors, i.e., rag-picking women in India. It is endeavored by operationalizing Integrative Justice Model (IJM) principles while trying to tackle the issue of solid waste management. Our findings suggest that CE across the spectrum in the value chain is required to alleviate the conditions of disadvantaged market actors and improve their well-being. Our qualitative inquiry in rag-picking women’s lives and an initiative of social enterprise contribute to the ongoing conversation in macromarketing literature- (1) by empirically evidencing how the CE operationalizes the IJM and help redress the issues of social traps and internalities; (2) by uniquely connecting the macro issues of waste management with the issues of honesty, fairness, dignity and deserved justice in the neglected market transactions; (3) that IJM principles guide the constructive engagement process.
User needs inform designers and developers of essential functionalities for requirements engineering. In this work, we summarize key concepts and challenges relating to manual and automatic user needs detection methods. We discuss six challenges with manual and eight challenges with automated methods. Despite the promise of automated methods, the challenges imply that artificial intelligence and machine learning are not yet mature enough to replace manual methods, such as interviews and focus groups, for discovering user needs in requirements engineering.
Tweens são consideradas as crianças incluídas em uma faixa etária que pode variar de sete a quatorze anos e, portanto, estão em um estágio entre a infância e a adolescência. Amparado por teorias sobre a participação das crianças no universo do consumo e sobre a atribuição de significado aos bens, o estudo aqui alvitrado apresenta, por meio de análise interpretativista, com método de pesquisa de inspiração etnográfica, os significados que dez tweens atribuíramm a acessórios pessoais. Os resultados convergem para o uso dos acessórios como instrumentos importantes de ajuste social. Em nível mais particular, os acessórios se prestam igualmente a práticas performáticas lúdicas e de competências, e ainda são instrumentos bastante úteis à aproximação e reforço de laços afetivos.
The authors show how ethnography can provide multiple strategically important perspectives on behaviors of interest to marketing researchers. They first discuss the goals and four essential characteristics of ethnographic interpretation. Then they review the particular contributions to interpretation of several kinds of ethnographic observation and interview data. Next they discuss how interpretations are built from ethnographic data. They show how multilayered interpretations of market phenomena emerge through systematic analysis of complementary and discrepant data. Finally, the authors articulate three representational strategies that are used to link multilayered interpretations to marketing strategy formulation. They suggest that ethnographic methods are appropriate for apprehending a wide variety of consumption and use situations with implications for market segmentation and targeting; product and service positioning; and product, service, and brand management.
research technique for providing consumer insight. “Netnography ” is ethnography adapted to the study of online communities. As a method, “netnography ” is faster, simpler, and less expensive than traditional ethnography, and more naturalistic and unobtrusive than focus groups or interviews. It provides information on the symbolism, meanings, and consumption patterns of online consumer groups. The author provides guidelines that acknowledge the online environment, respect the inherent flexibility and openness of ethnography, and provide rigor and ethics in the conduct of marketing research. As an illustrative example, the author provides a netnography of an online coffee newsgroup and discusses its marketing implications.
Rising Men for Fun", a game of making friends on the web, reverses traditional Chinese gender relationships where women are 'masters' and men are 'pets'. We explore on-line gendered identity representations and find them to reflect and reinforce cultural expectations and entrenched hierarchies. However the prevalence of gender switching and the creation and maintenance of several on-line identities is shown to free men and women to experience profound emotions and roles unavailable as experiences in 'real' life off-line. We describe the experiences of ten Chinese men and women as they explore the boundaries of 'male' and 'female', 'on-line' and 'off-line', 'morality' and 'deceit', 'playing fun ' and 'real life'. We find that virtual identity play is not just a game and may emerge as a powerful force of cultural change.
This article extends postmodern theories of consumption-oriented microcultures by analyzing the natural health value system and the microcultural meanings through which it is constructed. We first compare our theoretical approach to the conventional, Rokeachian view of the consumer value system. Drawing from a range of cultural and postmodern theories, we argue that the Rokeachian view is not sufficiently attuned to the meaning-based aspects of consumer value systems. Furthermore, it largely ignores the intracultural diversity among consumer value systems that arises from the fragmentation of postmodern consumer culture into diverse consumption microcultures. Our analysis focuses on the narratives that natural health consumers use to articulate the values manifest in their wellness-oriented consumption outlooks and practices. These narratives reveal the meaning-based linkages between these articulated values and the consumption goals being pursued through natural health practices. We further contextualize the natural health value system by highlighting four higher-order postmodern orientations that are inflected in this microculture. We discuss the implications of our analysis for conceptualizations of the fragmented postmodern marketplace, means-end analyses of consumer values, and generative theories of consumer goal formation. Copyright 2002 by the University of Chicago.
In the sociology of consumption, a core research issue is the symbolic expression, reproduction, and potential transformation of social collectivities through consumption. The two theoretical perspectives that have long dominated both consumer research and sociological investigations of this class of research questions—what I term personality/values lifestyle analysis and object signification research—have become less useful in the postmodern era. In this study, I develop an alternative poststructuralist approach for analyzing lifestyles. I describe five core principles of poststructuralist lifestyle analysis that distinguish this approach from the two predominant paradigms. Drawing from a series of unstructured interviews, I argue that each of these five features allows for more nuanced description of lifestyles than the two predominant approaches. Poststructuralist lifestyle analysis can be used to unravel the social patterning of consumption according to important social categories such as social class, gender, race/ethnicity, nationality, and generation in advanced capitalist countries in which postmodern cultural conditions make tracing these patterns difficult with conventional approaches.
The authors show how ethnography can provide multiple strategically important perspectives on behaviors of interest to marketing researchers. They first discuss the goals and four essential characteristics of ethnographic interpretation. Then they review the particular contributions to interpretation of several kinds of ethnographic observation and interview data. Next they discuss how interpretations are built from ethnographic data. They show how multilayered interpretations of market phenomena emerge through systematic analysis of complementary and discrepant data. Finally, the authors articulate three representational strategies that are used to link multilayered interpretations to marketing strategy formulation. They suggest that ethnographic methods are appropriate for apprehending a wide variety of consumption and use situations with implications for market segmentation and targeting; product and service positioning; and product, service, and brand management.
This paper reviews the theoretical perspectives at the root of ethnography and suggests analytic approaches that yield high-value information for product marketing and communications decisions. It also offers a critique of prevailing epistemologies in marketing research. An overview is given of several market research applications, in the areas of niche marketing to regional and ethnic subcultures, retail environmental planning and user interface design for computer technologies.
An adolescent's bedroom is an important site for the everyday work of creating identities. What the authors have come to call room culture is both a theoretical perspective and a valuable research strategy. Theoretically, it is assumed that individuals actively and creatively sample available cultural symbols, myths, and rituals as they produce their identities. For teens, the mass media are central to this process because they are a convenient source of cultural options. Over the past 5 years, the authors have pursued this line of reasoning with a series of small-scale, primarily qualitative, studies with adolescents. They have found that getting teens to talk about their bedrooms is a productive way to establish rapport, especially around sensitive issues such as sex and alcohol use, and to understand in context who each person is in relation to the larger culture.
The abstract for this document is available on CSA Illumina.To view the Abstract, click the Abstract button above the document title.
Outlines uses and gratifications theory and its limited advertising
applications to date. Presents findings from a qualitative study which
identifies many marketing and non-marketing uses of advertising by young
Scottish adults. Argues that this supports a view of audiences as
active, selective and sophisticated consumers of advertising. Suggests
that the active, reward-seeking consumer of advertising challenges
traditional models of advertising effectiveness and requires a
reorientation of the advertising-planning process.
An exploratory case study of the features of the service encounter within the concept shop Sh! forms the starting-point for building theory to describe and conceptualize such encounters. Sex shops exclusively targeted at women are a new and ground-breaking phenomenon, challenging the traditional notion of sex shops as male domains. Illustrates a shift towards a postmodernist merging of production and consumption patterns. The participant observation study investigates the drama perspective of the servuction systems model as a potential framework applicable to the intersubjective construction of a postmodern feminist perspective of hedonistic consumption. Concludes that Sh! offers unique opportunities for co-creations of a new service encounter - a female playspace.
The paper argues the need for an appraisal of the symbolic meaning of the “pub” and derivative managerialist concepts from the perspective of the consumers’ experience. Set against background developments of the “pub”, the paper explores the use of semiotics as a means of examining the symbolic meaning of pre-modern, modern and post-modern pub formats. The paper draws on extensive interviews with a stratified purposive sample of customers of pub formats in the north-west of England to undertake a semiotic appraisal of the reason why consumers “think the thoughts they do” about managerial developments of this distinctly social phenomenon.
The abstract for this document is available on CSA Illumina.To view the Abstract, click the Abstract button above the document title.
Features include the selection and sampling of cases, the problems of access, observation and interviewing, recording and filing data, and the process of data analysis.
Advertising research has focused exclusively on the solitary subject at the expense of understanding the role that advertising plays within the social contexts of group interaction. We develop a number of explanations for this omission before describing the results of an ethnographic study of advertising's contribution to the everyday interactions of adolescent informants at a number of English high schools. The study reveals a series of new, socially related advertising-audience behaviors. Specifically, advertising meanings are shown to possess social uses relating to textual experience, interpretation, evaluation, ritual use, and metaphor. The theoretical and managerial implications of these social uses are then discussed. Copyright 1999 by the University of Chicago.
“‘I am what I consume’: from advertising literacy to symbolic consumption
- K Wattansuwan
- R Elliott
Shopper’s paradise - Hong Kong: poststructuralism and acculturation
- W Lui
- R Elliott
The customer doesn’t always know best
- A Ovans
Participant Observation
- J. Spradley
The Professional Stranger
- M Agar
People-watchers seek clues to consumers
- R Alsop
Reflexive Methodology
- M Alvesson
- K. Skoldberg
Symbolic brand communities and the authenticity of identity performance”, discussion paper
- R Elliott
- A Davies
- N Fielding
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