Tag: Customer ethnography

Conducting consumer interviews: your guide to actionable insights  

Consumer interviews are the most powerful method of understanding how a product or service fits around someone’s life. Through interviews, a researcher gets a rare opportunity to observe facial expressions, emotions, and a broader perspective on what value a product...

Business and organizational anthropology: understanding humans from the inside out

It might come as a surprise that business and organizational anthropology are garnering significant attention in today’s corporate environments. Forrester’s report on ‘The future of CX’ from 2019, named anthropology as a core discipline shaping the path of CX, while...

Customer ethnography: the power of small and big data combined

By supporting researchers to gather in-depth people stories, customer ethnography became a game-changer in the CX industry. This method allows brands to have a peek into candid customer experiences and design meaningful solutions. As a cultural anthropologist, I believe there’s no...