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New Workshop: Customer Ethnography Workshop

At the end of the day, it's all about people. The complex group of people that make up your customer base all have stories to tell, not just verbally but within the context of how they live their lives. Ethnography is a method used within anthropology to gain a "deeper than demographics" understanding of customers. It offers a holistic view of current and potential customers.

Ethnography : Your guide to doing it right

Ethnography has received much focus within the business community recently and "ethnographers" are turning up everywhere, often without formal training. Our team, however, is led by the anthropologists from AIPMM and Two West, Inc. and a staff of trained ethnographers.

From the iPod, and Gogurt to Turbo Tax, and Wells Fargo online banking, anthropologists have used ethnography to develop some of the most sought after products of the 21st century. As ethnography continues to gain popularity among leading Fortune 500 companies to inform the design of programs, products and marketing campaigns, marketers who do not consider its benefits, may be left in the dust. The workshop offers rapid assessment tools that turn ethnographic insights into innovation, ensuring that the insights captured turn to ideas that result in actionable and profitable business plans.

This is a hands-on workshop where we will divide the class into teams of 5 or 6 to be accompanied by an ethnography team leader. The teams will leave the classroom to undertake "participant observation" a critical component of ethnography. Teams will have specific guidelines for observation and will return to the classroom to discuss their findings and how to "translate" those findings into actionable plans.

Date: June 24, 2010
Time: 10am-4pm
Location: Los Angeles, CA
Cost: $295 USD

Register today
, space is limited to 20 attendees!

Posted June 3, 2010 12:19 PM

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