This case study highlights the transformative power of strategic ethnography in shaping frameworks that gain...
Tag: marketing
In Pursuit of Authenticity: Commodified Community, Curated Experience, and Fandom
This paper assesses the economic impacts of hyper-monetization, immersive advertising, and general shifts in...
Creating a Creators’ Market: How Ethnography Gave Intel a New Perspective On Digital Content Creators
This case demonstrates how ongoing ethnographic research from within a corporation led to the re-segmentation of a market. The first part of the case focuses on how a team of social science researchers at a major technology company, Intel, drew on past research studies to develop a point-of-view...
Finding a Voice in Opiate Addiction: Identifying the Role of Caregivers in the Recovery Process for VIVITROL
Case Study—Opiate addiction is a significant public health crisis. In the past year, it has become a hot topic at all levels, including the political realm ahead of the presidential election. Triggers, treatment options and restrictions, the criminal justice system, and costs to society are all...
Have You Heard? Using Place-Based Ethnography to Construct a Word-of-Mouth Campaign in the Bottom of the Pyramid
Case Study—The “bottom of the pyramid” concept has promised companies that they can simultaneously create wealth and social impact when serving the world’s poorest customers. In reality, companies have faced multiple challenges when trying to acquire and retain customers in the “bottom of the...
“Ethnography is Fundamental”: John F Sherry, Jr / A Profile
EPIC Profiles Series EPIC2016 Keynote Speaker John F. Sherry is the Raymond W. & Kenneth G. Herrick Professor of Marketing in the Mendoza College of Business and Professor of Anthropology at the University of Notre Dame. Join John at EPIC2016! I caught up with Dr. John F. Sherry, joint...
When Race Causes Friction in Markets
https://vimeo.com/815388024 Markets are key spaces where racism is practiced and experienced. In this lightning talk, David Crockett suggests a framework we can use to evaluate corporate and community projects that attempt to intervene in racist market dynamics. The talk is based on Crockett's...
Pathmaking, A Dialogue: Keynote Address
KEYNOTE ADDRESS John F. Sherry, Jr. is Herrick Professor of Marketing at the University of Notre Dame. He has researched, lectured, and consulted around the globe on issues of brand strategy, experiential consumption, and retail atmospherics. He is widely published and a Fellow of the American...
The Best of Both (Virtual) Worlds: Using Ethnography and Computational Tools to Study Online Behavior
In recent years, many ethnographers have conducted participant observation studies in virtual worlds, whether in games like World of Warcraft or user-generated environments like Second Life. However, the acceptance of digital fieldwork as a legitimate form of ethnography does not make it strictly...
Let’s Get Off the Pop-Neuroscience Bandwagon
Interest in the unconscious and the instinctual has been on the ascent for several years now in many research realms that EPIC members inhabit. In consumer research particularly, where I’ve been a practicing anthropologist for years, the findings of neuroscience, cognitive science and the brand of...