GETTING INTIMATE
Technography / ethnography in the real world
Judith StaigRose Tomlins
Abstract
This paper takes a case study approach to demonstrate:
- How to make ethnographic research truly usable
- How to engage stakeholders with the process of ethnographic research and with the customer experience
- How to turn high level findings into actionable insights for business decision makers
The authors draw on their wide experience in the technology markets to highlight themes that will be experienced across all sectors. The paper will be of interest to research practitioners, research buyers and anyone who is interested in using qualitative research to understand the customer experience.
Judith Staig
Judith is an Associate Director in the Business and Technology Division of GfK NOP. Judith has an MSc in Information Technology, and an MA in Marketing, and started her full time career in market research in 1992. She has worked both client and agency side and in both qual and quant research, for companies including Forrester Research, and Hewlett-Packard. Her focus in each of her roles has been on understanding how businesses and consumers use technology, for a wide range of client organisations including BT, Cisco and Vodafone. Judith is a full member of the MRS.
Rose Tomlins
Rose is an Associate Director for GfK Business and Technology and specialises in NPD consumer work. Working across both quantitative and qualitative methodologies, her focus is on applying new, collaborative solutions through the implementation of both web 2.0 and traditional research techniques.
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