Tag Archives: Social science

It’s Happening! Data is Exploding! How Are You Leveraging It?

By: Praveen
Srikantaiah, Blueocean Market Intelligence Sr. Market Research Manager
In 2016, there will be 5.5 million new things connected to
each other. By 2020, there will be 20.8 billion connected things, says Gartner.
There is a sudden increase in the amount of data being
generated everyday by people, machines, and things. All of this data, when
collected, stored and analyzed can reveal valuable insights for companies. For
example, a Boeing 737′s engine generates 10 terabytes of information during a
30-minute flight.[1]
Presently, this vast amount of information goes unattended. What if companies
could harness this information in real-time? Imagine the kind of insights they
would have access to. It could help the ground control center take corrective
actions in time, saving both lives and assets worth millions.
In a smart home, devices are connected to each other and can
communicate. This generates a lot of data that should be managed well for the entire
system to function effectively. This same data can also be used by retailers to
provide services like groceries, refills, and so on to create a seamless flow
of information between systems and security. In farming, John Deere is using internet
of things (IoT) installed in farm machineries to provide farmers with
information related to crops and best practices in farming.[2] In short, they
are now also selling data besides tractors. According to a report by McKinsey,
the IoT business will deliver $6.2 trillion of revenue by 2025.[3]
The challenge lies in harnessing ‘ storing, managing,
analyzing, and synthesizing ‘ this enormous amount of unstructured data that
will only grow every day. According to an IDC report, by 2019, service
providers will have to increase datacenter capacities by 750 percent, thanks to
IoT.[4]
Do organizations have the bandwidth to handle unstructured data at that scale?
What about storage? How do we manage the unstructured data that is coming in at
such a huge volume, speed, and variety? Can an organization’s current analytics
engine process this quantum of information? These are the questions every
organization looking to leverage the power of IoT should think about now.
To understand customers better and gain a competitive
advantage, it is important for companies to take charge of their data.  The major challenges that companies primarily face
are structured around data storage, management and analytics.

Data Storage ‘ SaaS or On-Premise?
A tough question that many face is where to store their
data.  Is it at the company’s data
centers on premise, or on the cloud or a mix of both?  Unfortunately, there is no one answer to that
question.  The answer depends on the company
business model, goals around harnessing data for decision-making and industry
regulation.

For example, for companies in the healthcare industry, regulation and
compliance it may be an issue, but for others in transportation, accessing data
real-time and taking action will be crucial.
Regardless of the choice companies make, they must focus on
some core areas of concern such as scalability, security, auditability and
access of data. 
Data Management ‘ Data as a Service?
When ‘data management’ comes to mind, people often think
about ‘database management.’ ‘Database management’ deals with managing the data
that gets stored in an organization’s systems. 
‘Data management’ on the other hand, deals with provisioning data to
internal parties such as stakeholders and decision makers. 

It is very important for companies to think of ‘data management’ through the
lens of the end data ‘consumer.’ 
Sorting, arranging and categorizing data, and making it consumable to
users is an important step that organizations often overlook.  If there is a lot of data that is not
organized in a specific pattern, sequence or a recognizable format, it is as
good as useless.  In fact, one can argue
that it is a drain on the budget and a waste of money to even collect that
data.
Companies must wisely choose who performs this function in
the organization and what tools and technologies are to be employed.  SaaS tools such as LiNK automate most ‘data management’ steps and
allows organizations to harness the power of an integrated view of multiple
data sets emanating from a variety of sources.
Data Analytics
Once data is stored, organized and made available comes the
last but very exciting step in the data lifecycle management. 
Historically, organizations have relied on one or two sources
of data as ‘sources of Truth.’  In
reality, organizations can benefit from having a 360 view
of their business by intelligently analyzing an ensemble of data from a variety
of sources.
Challenges around data analytics should not only focus on
the data sets or tools and techniques organizations should employ.  The future will be one where the analytics
departments will be forced to be agile and nimble in order to be more predictive,
and drive faster and better decision-making.
Blueocean Market
Intelligence is a global analytics and insights provider that helps
corporations realize a 360-degree view of their customers through data
integration and a multi-disciplinary approach that enables sound, data-driven
business decision. To learn more, visit www.blueoceanmi.com.

Research Insighter Video: 2013 EXPLOR Winner Conversation

Dr. Steve Gittelman is the CEO of Mktg. Incorporated and an EXPLOR Award winner discusses why he won in this episode of TMRE’s Research Insighter brought to you by The Market Research Event (TMRE).

The Next Gen Market Research Award recognizes companies and individuals that have demonstrated outstanding leadership as change agents and made significant contributions to harnessing disruptive innovation to drive research industry progress.

Explore:

  • Predicting the Future:

Using Facebook Likes to predict where people will live the longest.

  • Unexpected Results:

In social sciences, the correlations and connections being made are not expected. It could also be applied in other areas.

  • What Can It Be Used For:

Combination of hard data and Facebook Likes to determine the life and death of a box store.

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

A Look at The Future of Consumer Intelligence

Understanding people (not consumers) across numerous platforms
in an increasingly interconnected world mixed with always-on technology,
presents an opportunity for you to know people more deeply and take strategic
action. Technology is the central driving force amongst the foremost mega and macro
trends across industries. In fact, it is advancing at such a fast pace that it
is changing how we do things, how we understand the world, business, and even people.
This year, The Future of
Consumer Intelligence 2014
explores the emerging role of decision science
and the convergence of knowledge points – insights, foresights, social science,
marketing science and intelligence with technology a central driving force and
profound connector. This cutting-edge event accelerates disruptive thinking
around decision science. This unique aggregation of diversity across insights,
data science, marketing science, social science with technology as a common
thread provokes new questions and explores new futures.
This event accelerates disruptive innovators in the research
space and pushes people to take risks, to think outside of traditional research
methods and explore new, alternative tools and technologies. You will see in
May that FOCI will bridge the gap for you between what people say they are
going to do and what they actually do.

For a look at what to expect at FOCI in a few weeks, watch
the short video below:

For more information
on the event, click here to download the interactive brochure: http://bit.ly/1poyewr
You get an exclusive
15% discount for being a valued reader of our blog. So use your special discount
code FOCI14BLOG when you register: http://bit.ly/1rfDFuV
See you in sunny California!

The Power of Personality at Work

With the 2014 Total Customer Experience Leaders Summit just weeks away, I was lucky enough to catch up with John Mayer, renowned Professor of Psychology, the University of New Hampshire and Author of Personal Intelligence.
We express our personalities in almost everything that we do ‘ in both our personal and professional lives. So, every single day we exhibit some patterns of behavior that are consistent and sometimes respond to particular context. According to Mayer, personal intelligence is the intelligence we use to understand these personalities ‘ whether they in other people or in ourselves.
Virtually any organization today is made up of people, so you can think of the organization as an organizational chart, including Presidents, CEOs, managers, etc.  ‘Personal intelligence deals with information at a different level than that,’ explained Mayer. ‘Instead, on top of that organizational chart are real people.’
These people do their jobs, but they also do their jobs in different ways. And, we use personal intelligence to navigate within the organization, among the people who we work with.
‘Although they may occupy a position in the organizational chart, they are sending us signals about themselves, which are utterly different than what that organizational chart says,’ he added.
Outside the organization are our customers ‘ the ones we are trying to reach. According to Mayer, if we lose track of the information about who they are, then we can end up having a screwed up customer relationship.
Listen to the full podcast interview here: http://bit.ly/1idTVt5
John will be speaking in just a few weeks at the 2014 Total Customer Experience Leaders Summit, taking place April 9-11th, in a session entitled, ‘Personal Intelligence: The Power of Personality at Work.’
This year’s conference will explore the new realities of building brands and relationships in today’s socially driven and data abundant world. The event shines an important lens on the power of insights and the critical need for marketers to focus on factoring emotion into the bigger equation to get a return on customer relationships. Download the brochure for the full agenda: http://bit.ly/1i70M71 
Want to hear more from Mayer on customer experience in person? Join him at Total Customer Experience Leaders Summit 2014 in Miami in April. Mention code TCEL14LI & Save 15% off the standard rate. Register today: http://bit.ly/1cyq9iH

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.

Hacking H(app)iness Reveals Quantified (Whole) Self

Consumer Devices and Apps May Unlock Door to Measuring Unconscious Emotions

By
Marc Dresner, IIR
John Havens is on to something
that marketers and consumer researchers should pay close attention to, because
the implications for insights work are huge.
This trend gets to the very essence of consumer intelligence and it may be the wave of the future…only it’s happening now.
John Havens
The research isn’t
being conducted by consumer researchers; this research is being conducted by
consumers, themselves, for themselves.
Havens’author of ‘Hacking H(app)iness:
Why Your Personal Data Counts and How Tracking
it Can Change the World’ and founder of the H(app)athon Project–is on a
mission to help people objectively take
stock of their lives using data they collect about themselves, and to then adjust
their behaviors, lifestyles and priorities according to what those data tell
them.
‘Hacking H(app)iness involves using the devices and
technologies we interact with every day to track, understand and
optimize every aspect of our lives’
‘Hacking H(app)iness involves using the devices and technologies around
us that we interact with every day to track, understand and
optimize every aspect of our lives,’ Havens said.
‘We don’t always know how we are feeling,’ Havens remarked. 
‘The data we can collect about ourselves on our smartphones, using apps and through other devices can serve as a proxy for our emotions and help us to improve our overall ‘wellbeing’ and quality of life,’ he added.
‘We don’t always know how we are feeling’Data
we can collect about ourselves on smartphones using apps can serve as a proxy
for our emotions.’
It’s based on the science of
positive psychology. After all, Havens is about hacking happiness, not misery’a thoroughly noble pursuit to be sure.
But after conducting an
interview with Havens for the Research Insighter podcast series, yours truly
has honestly been preoccupied with the potential applications and implications
for consumer researchers.
So I hope you’ll  forgive me
if I focus less attention than I should on the potential benefit to mankind and
more on the possibility that consumers may figure out a way to harness Big Data
before those of us in marketing do.
Self Improvement…Gamified?

You’re probably familiar
with the ‘Quantified Self’ movement taking the healthcare and wellness
industries by storm.
It’s generally associated
with using sensor technology in smartphones and wearable devices (think Fitbit)
to track and analyze physiological and other health-related data: heart rate,
blood pressure, exercise, etc.
Now, ‘quantified
selfies’ will tell you that monitoring one’s own blood pressure, pulse and the
like barely scratches the surface of the quantified self movement.
And they’re right.
The Quantified Self movement is in many respects the gamification of self improvement.

In many respects, the Quantified Self movement this is the
gamification of self improvement.
Some devotees’there are clubs
of them sprouting up all over (New York has a ‘chapter’)’monitor their
cognitive functioning, blood oxygen levels’even the quality of the very air in
the room they’re breathing.
And they don’t stop there.
Want to know how well you
sleep at night? You need not necessarily spend a night in a medical sleep
center; you can do it yourself at home in your own bed without a bunch of
clinicians watching you thrash around in your sheets from behind glass.
Not all of these data are
passively collected.
What you ate for lunch, for
example, and its nutritional content needs to be manually entered, but that’ll
get easier fast. (Watch for barcodes next to menu items in restaurants that can
be scanned to your smartphone to track your diet.)
Technology that was only accessible to healthcare professionals, the
military, law enforcement, etc., is now becoming commercially available to everyday consumers.
The point is that much of
this, Havens points out, is possible because technology that was until recently
only accessible to healthcare professionals, the military, law enforcement,
etc., is now becoming commercially available to everyday consumers.
For example, he noted there’s
an app available for download that accurately reads your heart rate by just pointing
your smartphone’s camera at your face.
‘These
devices don’t even have to be touching
us to collect this data,’ Havens emphasized.
This type of stuff was
formerly the domain of agents scoping out potential terrorists in airports.
And there are other equally
sophisticated, albeit less sexy data collection technologies that are also
making their way into the hands of everyday folks.
DIY online tracking? The data collection and analytics tools marketers
use are making their way into the hands of average folks.
I’m talking about the data
collection and analytics tools marketers use.
Think do-it-yourself online tracking’the
activity, time spent, sites visited, Google searches, etc.
What could this information
tell us about ourselves?
I recently attended IIR’s
Media Insights and Engagement conference’a sister event to the Future of Consumer Intelligence, which sponsors this blog’and I can tell you media
researchers are quite keen on getting at cross-platform media consumption data
(not just programming content, but social and any other “media,” too’all of it).
Meanwhile, Havens in his
book proposes that you and I’wearing our Joe Consumer hats’might benefit from looking
at how much time we spend playing Candy Crush, streaming YouTube videos,
Facebooking, listening to MP3s, bidding on eBay auctions, etc.
Now where am I going to get
that data?
My smartphone,
my tablet, my desktop computer…Eureka!
So what would I do with this information?
H(app)iness
hacking is like looking at a monthly credit card statement…You can see what you truly value based on where you spent your money.
Havens compares it to
looking at one’s monthly credit card statement (something else I happen to have
access to, coincidentally).
‘With
a credit card statement, you can see what you truly value because there is a list of
what you put your money toward in the past month,’ he told the Research
Insighter.
Similarly,
you know you really like music if you see that you’ve downloaded a ton of it.
Or
maybe it’s a lot of pornography that you’ve been downloading?
That’s
where the positive change comes into play.
‘If
you ask someone what really matters to them in life, they’ll tell you things
like family time,’ said Havens.
‘But
what if you had objective data about how you live your life? If you could track
the things that you claim’that you believe’are important to you’? he asked.
If you could track the things that you believe are important to you, on paper the actual data might suggest otherwise.
‘We
might find that actually, according to the data, we don’t really value those
things’at least that’s how it looks on paper. And we can make a change,’ Havens said.
I’m not going to suggest
that this stuff is going to make online surveys look primitive, like leaching’but
you must admit Havens has a point.
Self-reported behavior isn’t
bullet proof. 
And self-reported feelings? 

So much attention and investment is
being devoted to unlocking the unconscious emotional motivations that drive consumer
behavior in the research community for good reason.

‘My hope is that these tools
will allow people the opportunity to improve their wellbeing by making
decisions based on real data, knowing things about themselves that they might not otherwise be
aware of,’ said Havens.
Now tell me the research
community shouldn’t pay attention to this.


And click these links to check
out John Havens’ book, ‘Hacking H(app)iness,’ and to learn more about the
H(app)athon Project.
Editor’s note: John Havens will deliver a keynote titled, ‘Hacking
Happiness: How to Give Big Data a Direction’ at the Future of Consumer Intelligence conference taking place May
19-21 in San Francisco.

As a reader of this blog you will SAVE 15% on
your registration to attend the Future of Consumer Intelligence when you use
code FOCI14BLOG.  Register here today!


For more information, please visit www.futureofconsumerintel.com


ABOUT THE AUTHOR / INTERVIEWER 
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Ben Smithee Invites You to The Future of Consumer Intelligence 2014

Ben Smithee, CEO of Spych Market Analytics and Chairman of
The Future of Consumer Intelligence 2014 thinks you should attend FOCI 2014 in
LA this May. Why is Ben so excited about this year’s event?
Well, right now we are on the cusp of the second wave of the
big data revolution. 2013 was about understanding Big Data, from collection to
analysis.  2014 is about translating big
data into new opportunities and taking action on the insights to drive business
decisions. 
The Future of Consumer
Intelligence 2014
will help you discover how data is transforming the consumer’s
wellbeing, experience and impacting the productivity of an organization. This
unique event accelerates disruptive thinking around decision science – translating
the new understanding into future opportunities means that the role of a
researcher is changing. This event’s unique aggregation across insights, data
science, marketing science, social science with technology as a common thread
provokes new questions and explores new futures. 
At FOCI, you’ll understand the processes and tools being
used to aggregate disparate strands of data so you can create a richer
experience that drives loyalty and growth. This year, the event not only
focuses on the insights, intelligence and analytics piece of the market
research industry, but also the strategies you need to put those into action in
order to grow your brand and your business.
Additionally, there are two brand new intensives this year,
including The Future of Researchers and The Future of Consumers. The Future of
Researchers focuses on the skills, tools, techniques, and methodologies you
need to be the best at your job and lead the industry in the future. The Future
of Consumers is taking an in depth look at what makes consumers buy, click, and
tap, and how are they engaging with new media in the future so that brands can
have a deeper relationship with them.
This year’s FOCI is also brining you an impressive lineup of
keynote speakers including John Havens, author of Hacking H(app)iness and Ray Kurzweil,
director of engineering at Google.
Check out Ben’s video
invitation here:

Join Ben and the rest
of the FOCI team in LA this May! Lean more about the event here: http://bit.ly/1dUiypI

Mention code FOCI14BLOG & Save 15% off the standard
rate. Register today:
http://bit.ly/1dUiypI

Uncover What’s New in Research & Insights at The Future of Consumer Intelligence

How can you expect to uncover new, deeper, more meaningful
insights while still using the same old research methods and tools? What if
there was a way to see your customers in a new light, as individuals instead of
just consumers?

Stop thinking of the what ifs and possibilities. The Future of Consumer
Intelligence will uncover your new opportunities this May. 

The Future of Consumer Intelligence 2014
May 19-21, 2014 // Sheraton Universal // Universal City, CA
The Future of Consumer Intelligence explores how more
meaningful insights are being generated with new tools and technologies with
ideas from sought after gurus like Ray Kurzweil, Director of Engineering, Google,
Nir Eyal, Habit Design Researcher, NirandFar.com, Michelle Dennedy, VP &
Chief Privacy Officer, McAfee and Jer Thorp, Former Data Artist, The New York
Times . They’ll be sharing insights into the humanization of data, privacy in a
world of big data, minds and machines become one, designing habit-forming
technology and much more. Download the brochure: http://bit.ly/1nslbnn

Featured sessions include:

  • Insights to Integration, Procter & Gamble
  • Customer Insights as a Brand Engagement Tool, HSN
  • The Role of Social Across the Consumer Decision Journey, eBay
  • Getting to Deeper Insights: Integrating Grounded Theory into
    Your Research Toolkit, Questcor
  • The Why Behind the Why – Expanding Quantitative
    Capabilities. WE TV

Get a sneak peek into the 2014 event with our exclusive,
interactive FOCI Resources! Download the NEW Interactive Future of Consumer
Intelligence Conference Brochure: http://bit.ly/1nslbnn
Mention code FOCI14LINK & Save 15% off the standard
rate. Register today: http://bit.ly/1ensyGZ
Today’s interconnectedness is grounded in the stringing
together of layered information empowering us to bridge the gap between what
people say they will do and what they actually do. The Future of Consumer
Intelligence delivers the tools and methodologies you need to gain a richer
understanding of your consumer.

We hope to see you in California!

Cheers,
 The FOCI Team
@TMRE
#FOCI14

Your Invitation to Attend The Future of Consumer Intelligence

The role of the researcher is evolving at a revolutionary
rate. This requires new skills, new vantage points and an increasingly important
task in how technology is fueling new insight opportunities. Digital disruption
requires that researchers unleash more innovative insights, that analytics be
done in real time, and that they become more predictive and agile rather than
reflective.  
The Future of Consumer Intelligence 2014
May 19-21, 2014 // Sheraton Universal // Universal City, CA
The Future of Consumer Intelligence covers it all – what you
need now and what you’ll need to know in the future to keep up with industry
changes:
  • Big Data
  • Consumer Intelligence
  • Marketing Science
  • Data Science
  • Social Science
  • Data Visualization
  • Mobile Research
  • The Future Consumer
  • The Future Researcher
  • Predictive Analytics

Here’s a preview of what you can expect from The Future of
Consumer Intelligence 2014: http://bit.ly/1c3UnYN
Download the conference brochure for full program
details: http://bit.ly/1jErg2n
Mention code FOCI14BLOG & Save 15% off the standard
rate. Register today: http://bit.ly/1jErg2n
The Future of Consumer Intelligence will bridge the gap
between what people say they’re going to do and what they actually do. Join us
in May!
**Don’t forget to sign up for the upcoming Shopper Insights
in Action webinar ‘Spearheading Innovation-How to Generate Consumer-Centric New
Products’ on Thursday, February 13th, 2014 at 10:00 AM EST. This Webinar will introduce
you to the logic of a simple model, called “The Spearhead” a
systematic process how to transform consumer insights into consumer-centric
product concepts that actually sell in the marketplace. Following this logic
has proven to produce successful product concepts, thus reducing the percentage
of in-market failures. To register, click here: http://bit.ly/1jodAsh


Cheers,
The FOCI Team
@TMRE

Live From #TMRE13: Fast, Better and Cheaper Multi-National Qualitative

In the world of technology today, we are starting to change
the way we view things. So, what if qualitative research were no longer
constraint by distance, time, language and place? What would happen to your
business?

At TMRE 2013 in Nashville, TN this afternoon Jim Bryson, CEO
of 20/20 discussed how market researchers could deliver more insights, faster,
from anywhere in the world without constraints. ‘Don’t put limits on your world
just because it’s the way it has always been because it’s not anymore,’ he
explained.
When you are doing global research, you spend all of our
time on the plane not really talking to people. Global research in the past has
been incredibly tiring, expensive and difficult. So, what if we conquered
distance?

According to Bryson, the Internet has allowed us to achieve this.
By 2012, the Internet hit critical mass (82 percent) so we could begin to do research
using the Internet. All of the sudden the Internet came along and gave us the
ability to chip away at the problem of distance. For example, chat rooms became
an effective method for research by way of the Internet.
What about time? Time still causes a huge problem when you
want to talk to someone in other time zones. But, Internet forums solved the
time problem since people didn’t have to be there at the same. ‘Now, we can
talk to people across different time zones on their schedule, not our schedule,’
he added.
Additionally, this allowed us to do longitudinal qualitative
research (research over time). If you want to conduct a global project, you can
no matter where they live.
What if we conquered language? Researchers have always had
problems with language, but it is really important in qualitative research. Luckily,
instant translation like Google translate has made this possible. And further,
you can use a human to audit the translation to ensure it’s correct.
Lastly, what if we conquered place? You can mobile to talk
to respondents anywhere in the world. They can show you and ask questions about
all from their mobile phone.
‘You are with them without actually being there,’ explained
Bryson. ‘We are eradicating the need for distance, time, language, and place.’

About the
Author:  Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR’s blogs
including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business
Analysts
. She previously worked at Technology Marketing Corporation as a
Web Editor where she covered breaking news and feature stories in the
technology industry. She can be reached at aciccatelli@iirusa.com. Follow
her at @AmandaCicc 

Ex BBDO Insights Chief: ‘Researchers Have Diluted Ethnography’

Cultural Anthropologist Says ‘Just Being There’ Isn’t Enough

By Marc Dresner, IIR USA

A lot of what passes for ethnography today probably shouldn’t.
That’s according to Dr. Timothy Malefyt, former director of
cultural discoveries at BBDO Worldwide, author of ‘Advertising and Anthropology’
and visiting professor at Fordham University’s Center for Positive Marketing.
‘Ethnography today is really flooded with researchers,’ says
Malefyt, a bona fide anthropologist. ‘This only acts to dilute the quality of research
out there, and it also introduces some bad practices.’

The problem, he says, is that most ethnography today doesn’t
go much beyond ‘just being there”basically watching, peppered with a few
questions.

Timothy Malefyt

This isn’t ivory tower snobbery. Malefyt says it boils down
to more than just a semantic distinction between genuine anthropology and perhaps
a more accessible version of observational consumer research.
‘We’re missing a tremendous opportunity,’ he told The Research Insighter, ‘because there
is insufficient rigor and really no use of models of consumer behavior to analyze
what’s going on and actually lead to creative
insights.’
Setting the question of whether or not Margaret Mead is
rolling in her grave aside, it’s probably worth considering that a PhD in
anthropology is a credential many commercial practitioners of ethnography honestly
can’t lay claim to.
And if Malefyt is right, what do we need to do differently?
In this episode of The
Research Insighter
podcast series, Malefyt discusses:
‘ The importance of balancing emic and etic perspectives
‘ Getting at the complete ‘internal behavioral experience’
‘ Using ethnography to drive creativity, and more’



Editor’s note: Timothy Malefyt will be speaking at The Market Research Event 2013 taking
place October 21-23 in Nashville, TN.
For information or to register, please visit TheMarketResearchEvent.com.

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.