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Ethnographic Research for Cross-Border Business

Ethnographic Research Cross Border BusinessEthnographic research for cross border business shows how to apply ethnographic research of social media to reducing the risks and costs of doing cross border business and deals. Ethnographic research can transform the value proposition of international business because it’s a very efficient way to conduct due diligence, to study the behavior and motivations of the people that the deal proposes to serve. Unlike traditional research methods, which are relatively slow, costly and qualitative, ethnographic research of social media combines qualitative richness with quantitative analysis. It’s faster and less costly, too.

Ethnographic research for cross border business can dramatically improve the depth and breadth of research for business and corporate strategy, market entry strategy, customer development, human capital strategy, product management, and others since it allows teams to consider more users and to assess their behavior and motivations, which can improve the value of more costly research.

Imagine that you can get deep qualitative and quantitative data on what your proposed clients, customers, employees and partners are discussing among themselves, specifically about the business scenario you propose to address. Ethnographic allows you to validate, with real people, market […]

Ethnographic Research for Design

Ethnographic Research for Design: IxD Service Design UX Strategy Interaction Customer ExperienceEthnographic research for design explains how to use advances in ethnographic research of social media to design products, services, experiences… anything—while getting better results at lower risk. Ethnographic research of social media is breakthrough for designers in the “design stack” in which I’ve includedArchitecture/Interior Design, Product Design, User Experience Design/Interaction Design, UX Strategy, Service Design and Customer Experience Design.

Designers in all fields lament clients’ resistance to funding robust research. Traditional design research methods are often grounded in asking proposed users explicit questions, and self-reported responses vary significantly from actual behavior despite respondents’ best intentions. Similarly, shadowing, service safaris, “a day in the life,” and other analog research methods are costly and slow. Sample sizes are necessarily small because scaling analog methods greatly multiplies the budget and length of the research phase. Ethnographic research of social media changes the game because it studies proposed users’ actual behavior in digital public when they’re having heated discussions about the outcomes they want when the proposed product, service, or process is useful to them. It enables […]

Ethnographic Research for Business Innovation Using Social Media

Ethnographic Research for Business Innovation Using Social Media: de-risk innovationEthnographic research for business innovation shows how to apply ethnographic research of social media to managing controlled disruption within organizations. Ethnographic research of social media can transform the entire innovation process because it’s a very efficient way to study the behavior and motivations of the people that the innovation proposes to serve. Unlike traditional innovation and ethnographic research methods, which are relatively slow, costly and qualitative, ethnographic research of social media combines qualitative richness with quantitative analysis. It’s faster and less costly, too.

Ethnographic research for business innovation can dramatically improve the depth and breadth of business and corporate strategy, business design and service design research since it allows teams to consider more users and to assess their behavior and motivations, which can improve the value of more costly research.

This post outlines the business innovation use case of ethnographic research of social media, and it includes examples in banking, professional services, consumer products, and B2B marketing. For more on ethnographic research, see More Resources below.

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Ethnographic Research of Social Media for Social Media Initiatives

Ethnographic Research for Social Media Initiatives avatarEthnographic research for social media initiatives shows how ethnography can change the rules of social media programs in marketing, customer service, product development, recruiting and others. Ethnographic research enables teams to understand the people who are most important to your firm so they can relate to them at a completely different level. Moreover, interacting in digital public activates the network effect and the annuity effect, so it’s very scalable. Since your teams interact in digital public, where a far larger group of like people observes the interactions, they influence a large group of people and build relationships with them. People start trusting your firm, preferring your firm, and doing more business with you. See the Trust Business Chain Reaction and infographic for how it monetizes.

Ethnographic research for social media initiatives is a game-changer for customer experience and digital transformation programs in multiple phases. It’s faster, less costly, and scalable. It provides an unprecedented combination of qualitative and quantitative research.

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The Connected Car and Customer Experience

The connected car and customer experienceThe connected car and customer experience reveals a new opportunity for carmakers to dial into real customer behavior and desires around connected cars and autonomous cars. The Connected car and the autonomous car are powerful services that will help transform how people move around, and they are emerging during an era of unprecedented volatility in markets. I’ll wager that there’s never been a better or more challenging time to be a carmaker because opportunities and threats have never been higher. I’ve been fortunate to meet product managers and engineers who are pioneering connected and autonomous car services. I’ve also been meeting leaders in the Internet of Things (smart devices), of which the connected car is a part.

My crystal ball says that the connected car is a bet-the-brand proposition for carmakers because it directly addresses competing on customer experience, the most disruptive trend of all. As I detailed in The Social Channel, we have moved from a product/service-based economy toward an experience economy. Even IT analyst Gartner has proclaimed that customer experience is the final battleground for firms. Established […]

Ethnographic Research for Product Management

Ethnographic Research for Product Management Initiatives avatarEthnographic research for product management shows how to apply ethnographic research of social media to managing the life cycle of products and services. Ethnographic research of social media can revolutionize product management because it’s a very efficient way to study people’s behavior and motivations in each part of the product life cycle. Unlike traditional product and ethnographic research methods, which are relatively slow, costly and qualitative, ethnographic research of social media combines qualitative richness with quantitative analysis. It’s faster and less costly, too.

This post outlines the product management use case of ethnographic research of social media. For more on ethnographic research, see its executive summary.

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Ethnographic Research of Social Media

Ethnographic Research of Social Media[Updated] Ethnographic research of social media is one of my biggest secrets. It has become the foundation of CSRA’s ability to create trust at scale, so here I’ll share how I came to use it with social media. Then I’ll explain what ethnographic research is, why it’s vital to CSRA, and how it works, so you can use it. Finally, I’ll share use cases for experiential social media, product management, business innovation, and cross-border business.

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The Employee Engagement Fallacy and How to Fix It

The Employee Engagement Fallacy: How You Can Fix It AvatarThe Employee Engagement Fallacy reveals that most literature, papers, and methods are built on faulty Industrial Economy employment attitudes, and it provides an approach that uses experiential social media to help reframe employment and performance.

Although the idea of “employee engagement” can be a rare opportunity to increase competitiveness, its practice is compromised by well intended but flawed logic.

Here’s the fallacy: Employee “engagement” is the result of employees’ experiences while they’re working at employers. Few engagement programs focus on employees’ experiences, so they fall short.

Engagement is not achieved by a program or initiative that focuses on the outcome. Employers see much more success at achieving the result when they focus on empowering the experiences their employees want when they decide to work at the employer. Experience is the motor of engagement, so empowering experience is the first step of raising productivity and lowering employment costs, two common employee engagement goals. Here’s how it’s done.

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Strategy Report: Advisory & Services Firm Social Business Adoption

Strategy Report: Advisory & Services Firm Social Business Adoption 2012[UPDATED] Strategy firms are the most trusted names sought by CEOs and boards of directors who are reevaluating their companies’ identities, strategies and operations. Strategy firms have been making measured investments in social business over the last few years. Their knowledge of enterprise transformation is deep and broad, and they all have proprietary methodologies for most aspects of the strategy and transformation life cycle. They have deep and broad expertise in market analysis, competitive analysis corporate core competency analysis and virtually all aspects of operations. Many firms have large business transformation practices that explicitly guide clients through profound redefinition and change.

Strategy firms have extensive core competencies that could enable them to offer social business strategy services. In addition, Strategy firms are significant producers of thought leadership relevant to corporate and business strategy as well as operations. Most firms field high quality management journals whose papers are written by their consultants. Many have research boutiques or even full-fledged businesses for research and thought leadership. However, they are challenged by very conservative cultures […]

Analyst Report: Advisory & Services Firm Social Business Adoption

Analyst Report: Advisory & Services Firm Social Business Adoption 2012[UPDATED] Analyst firms are go-to sources for emerging business and technology trends since they conduct constant due diligence on markets and technologies, which they sell via a subscription model. In addition, they are prodigious producers of content, conferences and other thought leadership activities relevant to social technologies, and a large portion of their employees produce and deliver content publicly (research, write, present), which strengthens their competency with social technologies.

As with most advisory firm categories, market leaders Forrester, Gartner and IDC are being challenged by analyst social business pureplays Altimeter Group and Constellation Research Group, while other firms hang back. This report also includes NM Incite, which is more of a market search firm, but it makes for an interesting comparison.

Advisory and Services Firm Social Business Adoption 2012 is a research survey that evaluates and quantitatively ranks the maturity of agency and consultancy social business practices. The survey ranks Strategy firms, Big Four, Marketing/Advertising/PR agencies, Analysts, Enterprise I.T. firms and Pureplays on their social business practices, service offerings and leadership—specifically according […]