The Life Stage Marketing Summit 2010
Hotel Sax
Chicago
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Staying current with the lives and experiences of your customers in various life stages is an on-going challenge for brands. Although we have more and more data, to really connect we need to understand that what is truly important in defining the lifestyles of your customers. How can we identify those “weak signals” that are leading indicators of true attitudinal and behavioral trends?
In this experiential workshop, you will learn by doing and having fun. We will begin at the hotel with a briefing that will cover the basic “How To’s” of ethnographic immersion and observation Then we’ll receive our top-secret team missions: small group assignments (similar to a scavenger hunt) that will send us out to explore our environment for lifestage and lifestyle insights. Next, we’ll split into teams for an afternoon of discovery and exploration in Chicago. Finally, at the end of the day, we’ll return to the hotel for an hour debriefing.
During the day, we will focus on the three critical stages of team ethnography:
1. The Get Ready Work
2. The Fieldwork Experience
3. Making Meaning of immersion data– the So What? And Now What?
We will end by exploring both what we learned and how to facilitate a team’s ability to build actionable insights from ethnographic data.
You will learn:
• Basic theory and principles of ethnographic immersion – what you’re doing and why
• How immersion and observational research fit into the bigger picture of ethnographic tools
• The skills of in-context observation, including slowing down, looking deeply and expanding perceptions
• How to use this approach, with a team, to generate new insights and creative
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