Applied Learning – Proctor and Gamble Insights on Ethnography
October 13th, 2010 // 2:12 am @ Matthew
On Friday, October 8, 2010, the University of Wisconsin School of Business MBA, Center for Brand and Product Management welcomed Solymar Berrios, Brand Manager on Proctor & Gamble’s Always Feminine Care products. The following is a brief summary of key takeaways from Solymar’s presentation on Ethnography and the research we conducted in local retail outlets.
The Ethnographic Path to Consumer Insights
Ethnography provides many of the deepest consumer insights used by brand managers today. Defined by Solymar Berrios as the art and science of describing a group or culture, ethnography seeks to find the hidden insights not revealed by surveys and other traditional marketing research. This research will increase one’s “true” understanding of the consumer and provide great insights for new product development.
Tips for Ethnographic Research
By carefully questioning and guiding ethnographic research participants, we can increase the likelihood of capturing honest and unbiased consumer insights. Utilizing all senses, especially the observation of non-verbal behavior, we will find information that would not have otherwise been captured. Additionally, we must balance our working hypothesis with assumptions and avoid leading questions so that all feedback is generated autonomously and without bias.
Seeking Periods of Change
As with many high-loyalty products found throughout the feminine care aisle, switching behavior may be difficult to induce. For this reason, we should seek periods of natural change within our consumers’ lives to introduce new products or behaviors. For feminine care products this may include the following times: the onset of puberty for young girls, going away to college or moving from home, and after the first birth of a child.
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