Brief Intro to Digital Anthropology for Consumer Insights
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This is a presentation I gave to the New York Anthropology Tech group. It's meant for presenting so there isn't a lot of words on the slides, but it's a good general framework.
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Brief Intro to Digital Anthropology for Consumer Insights
- 2. ① Digital Anthropology ② A bit about me ③ How I use it ④ How you can use it
- 4. Digital Anthropology is… • The study of the relationship between humans and digital era technology • Understanding how online and offline worlds interact • Taking a digital approach to anthropology in general Source: Wikipedia
- 5. Digital Anthropology in consumer research is… • Online communities, digital and mobile ethnographies, virtual focus groups and social listening and more… …to examine consumer attitude and behavior patterns
- 7. Consumers today lead digital lives.
- 8. You can use digital techniques to get closer to them in their natural habitat…
- 9. Digital offers the capability to capture user experience within the context of the experience itself.
- 10. EASILY… • Engage an audience anywhere in the world • Conduct in the moment research • Study people over a longer period of time • Allow time for thoughtful responses • Study sensitive topics • and more!
- 11. About me…
- 12. Where I started • Masters Degree in Online Communities from USC • Trained as an applied ethnographer • Began building a digital research toolbox
- 13. Where I am today IMPACT LAB
- 14. How I use it
- 15. How do I do that? Online Communities Mobile Safaris Social Listening Facebook Stalking Digital Ethnographies Online Focus Groups Facebook Scraping ETC
- 17. Mobile Safaris
- 18. Social Listening
- 23. How you can use it
- 24. EXAMPLE Business question: How can we build a better dating site for women Goal: Explore female attitudes and behaviors around online dating Method: Conduct a two week online community of 30 women to first explore their preferences, then develop ideas based on first week finding to test in week 2. How to do it: • Find a community platform • Determine and recruit your audience • Design a daily discussion guide • Consider the interaction level & architecture • Moderate • Develop themes and insights
- 25. Online Communities What it is: A private group of people online who are joined together by a common theme to engage in online qualitative research. Why it’s valuable • Engage consumers anywhere in the world • In the moment research • Study consumers over a period of time • Consumer reflection • Easier discussion around sensitive topics Tools you’ll need • Method for recruiting • Screener • Community platform • Discussion guide & Architecture • Moderator
- 26. EXAMPLE Business Question: How can we improve customer retention on Pandora Goal: Understand what drives consumers to join Spotify Method: Develop a framework for conducting competitive analysis through social listening by analyzing the online conversations around Spotify in general and Pandora in 2012 and 2013. How to do it • Determine a social listening platform • Design boolean queries for Spotify and Pandora • Look for conversation themes and patterns • Search, sort, sift and explore. • Develop themes and insights
- 27. Social Listening What it is: Listening to online consumer conversations for learning, engaging and collaboration purposes. It’s a great way to learn “what” consumers think. Why it’s valuable • Access global conversations instantly • Individual response + big data • We don’t know what we don’t know • Measure both quantitative metrics and qualitative nuance • Find your audience, understand your audience, identify competitors Tools you’ll need • A social listening platform • A digital exploration map (boolean query) • 1 digital explorer
Notas do Editor
- “Digital anthropology is the study of the relationship between humans and digital-era technology, and extends to various areas where anthropology and technology intersect and it is sometimes grouped with sociocultural anthropology, and sometimes considered part of material culture. The field is new, and thus has a variety of names with a variety of emphases. These include techno-anthropology, digital ethnography, cyber-anthropology, and virtual anthropology.”
- Now more than ever they’re sharing experiences and journeys online. To accurately tell their stories, we need to understand and observe their native behaviors.
- and uncover what they’re doing, what they’re thinking, where they’re spending their time and why.
- Digital Insight techniques bring consumer attitudes and behaviors to life through quick real-time learning's that allow for authentic insights wherever; whenever. (I’ll get to examples on this soon)
- Studied how we operate in a digital world vs. real world (FTF v CMS communications)Explored virtual environments like Second LifeWrote my thesis on The Affect of Micro-blogging on Human Connectivity
- We Invents new products, services, business models & helps partners build in-house innovation capabilitiesThe Impact LabIt’s here where we’re constantly exploring new ways to better understand consumer attitudes and behaviors and using the digital landscape as our toolkit.At ?! I work in the Impact Lab where we explore and test new techniques to further evolve the innovation process – and for my part – understand better understand human attitudes and behaviors.For digital research and anthropology, this means exploring ways to understand the attitudes and behaviors of people through digital methods – either by observing their unaided behaviors or building online research environments for observation and interaction.
- PART OF MY JOB IS KNOWING HOW TO PUT TOGETHER AN APPROACH WITH THE APPROPRIATE TOOLSFLASH AN IMAGE OF AN EMBRARSSED WOMEN FOR NOT WANTING TO USE FOCUS GROUP FOR SENSITVE ISSUES
- Constantly thinking of new ways to dig and explore new digital space or environments where people are spending their time or using to uncover insightsEverything is changing constantly, lots of experiments GamificationFacbeook stalkingFoursquare stalking & mappingFocus Groups in Second LifeVirtual world exploringBody tracking, eye tracking, geo-location tracking etc.Engage feedback with hard to reach and time-challenged professionals.Interact with geographically dispersed participants.Enable participants to answer in their own time.Provides participants with the time to really think about the responses given.Supports exploration of topics and changes in direction.Time and travel savings for a business or research team.Ability to share different forms of media (images, concepts, video).Transcripts of the discussion are immediately available for download.Make notes to help you follow the conversation during transcript review.Create private or open group discussions and boardsAuto scheduling of board topics and plans
- (Back Tweets, HootSuite, Icerocket, Klout, Mention, Netvibes, Pinpuff, Social Mention, TweetDeck) (Syomos, Crimson Hexigon)
- ex: what if, we like to make this fun and being human and really enjoying this research)Learning what people are saying about your brand or industry isan important tool for determining an effective social media strategy. Focused listening will tell you which social networks your audience is most actively using and the general sentiment about your brands, products, competitors or industry.You have the ability toanalyze quantitative metrics (e.g. Volume of Conversation) and qualitative metrics (e.g. Sentiment of Conversation). Measure the Volume of Mentions about your brand or productbefore, during and after a campaign. Pay attention to the days with the greatest and least amount of mentions to understand which content was effective and which content was not. Additionally, monitor the Sentiment of conversation about your brand or product and adjust the content that you are posting accordingly.Listen to users who are constructively criticizing some aspectof your business. If you engage these users, you may be surprised to find that many are willing to offer meaningful feedback. Moreover, if you continue to foster these relationships you may find high quality leads for potential clients, up-selling opportunities or the development of brand ambassadors.