When traditional market research fails, many companies are turning to ethnographic studies to better understand their customers' needs and desires. P&G launched a program called "Living It" where managers and senior leaders spend time in the homes of low-income customers around the world to develop deeper customer insights and create successful innovations. Google videotaped Chinese users as they searched using the powerful engine. The video allowed Google to see first-hand how the users were searching and exactly why they weren't getting satisfactory results. Think about how your company can observe customers using your products or services. Encourage your sales and marketing managers to get out of the office and closer to the customer.
Reference: How Google and P&G approach New Customers, New Markets by Peter Sims |
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i guess you are talking about that compaign in which P& G has used vedio taping technique in many households and examine there day to day activities....Finally they came up with some of clickig products for househlod mothers..when they found that mothers get tires after daily routine........
ReplyDeleteyour guess is very right but thing which need to be understand is that the use of anthropology is a tool to look at customers need and desires.companies should choose different tools and insights like anthropology to get a better understanding of customers needs and wants.
ReplyDeleteyes i know that you have to have keen observence about the need and desires.....But according to my understanding it can create need as well.......like when you closely examine the daily activities of the customers there are certain products which they dont need but you can make them to buy and use depending on thier life style and daily activities to make life esier for them....
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