Why ethnography? Communicating the value - Pt. 2

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Why "do" ethnography?

What does an anthropological research methodology (that's a mouth full) have to offer a product manager or marketing manager? The answer is: a lot!

Anthropologists have known for years that the best way to understand a group of people is to study them up close, not theorize about them using flat statistical or demographic data. Humans are complex and we need a method for understanding all those human factors that don't show up in the charts and graphs.

Ethnography is the key that opens up a deeper understanding of the humans we call customers.

Ethnography:
- Identifies practical and realistic solutions based on people's real-world experiences, uses of products, and unarticulated needs and motivations.
- Ethnography's value is that it helps product managers and marketing manager find new ways of looking at the world and designing useful tools, meaningful services, dynamic business strategies, and powerful marketing campaigns.

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