Continuing our tour of the design process, we will explore Ethnography this month with Norman Stolzoff.
Come early (6:30-7) to grab a bite to eat and visit with your colleagues.
Here are the basics:
6:30-7pm Social and light refreshments
7-7:15pm Announcements and updates
LocationUniversity of Washington (main campus) Electrical Engineering room 37. There is a nominal fee for parking on campus in the evening.
SummaryIn a business or marketing research context, ethnography is used to uncover, interpret, and understand the consumer point-of-view and the hidden rules of environments. Whereas focus groups and surveys rely on self-reporting and memory out of context, ethnography provides a holistic view of consumers in the context of their daily lives. There really is no substitute for the opportunity to experience what consumers experience. For example, consumers do not interact with your products and services in isolation; they are affected by changing family patterns, unseen cultural factors, and other products and objects in the proximate environment. Ethnographic research is the best means for getting at these unspoken cultural and social patterns that shape consumer behavior. Ethnography can be used as a stand-alone technique or can be used in conjunction with other qualitative and quantitative marketing research techniques.
BioDr. Norman Stolzoff is an expert in the study of culture and consumer behavior with over 15 years of ethnographic research experience. He received a B.A. in anthropology from Stanford University, and a Ph.D. from University of California at Davis in Cultural Anthropology.
Prior to forming Ethnographic Insight, he taught anthropological theory and methods at San Francisco State University and Bowdoin College. He is a frequent speaker at conferences, universities, bookstores, and on the radio.
Pursuing his interest in the commercial application of anthropology and ethnography to the technology sector, he became a Senior Research Fellow at the Center for Research on Information Technology and Organizations (CRITO) at the University of California, Irvine. At CRITO, he conducted in-depth ethnographic research that examined the adoption, use, and impact of personal computers and the Internet on households in the U.S.
After leaving CRITO, Stolzoff became the Director of Qualitative Research at King, Brown and Partners, a market research firm with headquarters in the Bay Area.
In 2001, he founded Ethnographic Insight in response to the tremendous need in the marketplace for expert ethnographic research.