Engineering ethnographic encounters to lead to better project results

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Engineering  ethnographic  encounters  to  lead  to  be3er  project  results    Claro  Partners    September  2016  

2    |     Malinowski  in  the  Trobriand  islands  

Inspired  by  classic  Social  anthropology    Give  clients  a  different  lens  for  looking  at  the  world  

Par@cipant  observa@on  

Highlight  narra@ves  from  encounters  

+  Design  impera@ve  to  create  

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 Deliver  a  customer  journey  map    Develop  strategic  direc@on  to  improve  the  customer  experience      Share  industry  &  retail  best  prac@ce  

Project  Focus    

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Build  empathy  with  client  

Prepare  the  client  for  fieldwork    

Create  materials  for  interviews  

Pre-­‐fieldwork  

Explore  customers’  lives  

Take  client  on  ethnographic  encounters  

Run  Interview  debriefs      

Fieldwork  

Share  narraGves  and  acGonable  insights  

Synthesise  informaGon  

Develop  short-­‐term  plans  &  long-­‐term  

vision  

Post-­‐fieldwork    

The  Client  Experience  Journey  

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Understand  client  perspec@ve  •  Stakeholder  interviews  •  Desk  research  

Customer  empathy  building  exercises  •  Alignment  workshop    

Workshop  with  clients  

Pre-­‐Fieldwork  

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Reasons  to  bring  clients  on  fieldwork    -­‐  Humanises  the  customer  journey    -­‐  Feel  a  connec@on  to  the  project    -­‐  Take  ownership  of  outcomes       Interview  with  two  friends,  Texas  

Fieldwork  

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Pre-­‐brief        Interview                Debrief    30  mins                  3  hours                            1  hours  

PracGcaliGes  &  Schedule  

AcGviGes  

•  Casual  clothes  •  Cell  phones  off  •  Travel  together  •  Ac@ve  Listening  &  note-­‐taking  •  Take  photos  (when  appropriate)  

Interview  with  first-­‐Ame  buyer,  LA  

Fieldwork  

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25  PARTICIPANTS      4        Pre-­‐purchase  (considering  brand)      6        Purchase  (brand  owners)  10        Post-­‐purchase  (service  experience)      5        Compe@@ve  brand  owners  

MARKETS  New  Jersey  Aus@n  Los  Angeles  

Context:  Who  we  talked  to  

Fieldwork  

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Fieldwork  

The  Lemon  

Side  paneling  of  car  defec@ve  

Mul@ple  visits  to  the  local  dealership  

No  response  from  Legal  office  

“The  last  *me  I  spoke  to  the  service  manager  it  just  seemed  like  he  didn’t  care.”  Todd,  45  

Checking  the  car  with  Todd,  AusAn  

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Fieldwork  

The  Lemon  

His  problem  was  now  theirs  

Aware  of  the  emo@onal  impact    

Inspira@on  for  future  strategic  ac@on  

Interview  with  Todd  and  Stakeholders  

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Fieldwork  

The  Confused  customer  

Mismatch  between  online  vs.  final  price  

Distrust  from  the  start  of  experience  

Business  logic  leading  to  frustra@on  

“I  just  want  a  price.”    Grace,  31  

With  Grace  and  Stakeholders,  AusAn  

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Post-­‐Fieldwork  

Synthesis    Add  context  in  debriefs    Shared  back  on  conference  calls    Synthesis  week  with  direct  client    

Synthesis  board  

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Immediate  Results    Co-­‐crea@on  Workshop    Ac@on  plan  to  fix  cri@cal  pain  points    Uncertainty  about  strategic  direc@on  

Co-­‐creaAon  workshop  

Post-­‐Fieldwork  

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Impact      Modified  customer  experience  survey    Training  updated    Sharpened  business  argument  for  long-­‐term  change      

Co-­‐creaAon  workshop  

Post-­‐Fieldwork  

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Builds  empathy  

Improves  the  insight  gathering  

Inspira@on  for  strategic  ac@on  

The  value  of  ethnographic  encounters  

In-­‐car  Interview,  LA  

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Claro  Partners  www.claropartners.com  

+34  931  786  332    

Josh  Dresner  |  Associate  [email protected]  

@josh_drez  

Thanks