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How Ethnography Informs Brand DesignEthnography is all the rage in marketing circles, but ethnographic research specifically geared toward inspiring strategic brand design has made little headway, even though its has tremendous potential to unlock important insights into the consumer mindset.
Perhaps it lags because brand management believes it has the knowledge needed to create effective packaging, so why bear the expense? But when we talk to clients, we find that, although they understand the broad market implications, they lack the intimate details of product purchase style and usage habits that inform successful packaging and product design.
By using ethnographic research, brand managers can "get closer to their brands" and gain a better understanding of the strategic opportunities. The Sterling Group approach to ethnographic studies of consumers as they shop and interact with brands elicits insights that inspire design solutions that connect with consumers.
An understanding of the "Cultural Context" in which design lives, the consumer's sensibilities to design in their daily life, and the role brand design plays beyond the shopping experience, provides a powerful strategic tool.
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July 19, 2005 | Viewed 28,120 time(s)
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