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Use Your Customers as Ethnographers

A great post on HBR from Julie Wittes Schlack @ C-Space on using your customers as ethonographers.

When it comes to discovering unmet customer needs and innovation opportunities,there’s no substitute for in-the-moment, in-context observation for making meaning out of the complex weave of emotion and rationality that drives consumer behavior. 

Worth a read and some great case studies to back up any argument of why in-the-moment, in-the-context observation is so powerful and valuable.