Using Ethnography as a Tool for Identifying Opportunities and Building Customer-Relevant Strategies at the Intersection of Lifestyle and Life Stage

We'd like to highlight a presentation by Ruth Sando, Cultural Anthropologist, BARBARA PERRY ASSOCIATES entitled, "Using Ethnography as a Tool for Identifying Opportunities and Building Customer-Relevant Strategies at the Intersection of Lifestyle and Life Stage," at The Life Stage Marketing Summit 2010

The Life Stage Marketing Summit 2010

May 10-12, 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

The Life Stage Marketing Summit Full Program and Early Bird Savings!

Understand and maximize your customer lifetime value by knowing your customers better than anyone else, anticipating their needs and satisfying them first.

Knowing your customers inside and out is the key to innovation. These days, we're operating in a transparent "real time" world with abundant choice and increasing customer power. Identifying and focusing on core segments is critical. Understanding needs and behaviors and translating those insights into new business opportunities becomes the real foundation for achieving growth.
Are you ready to put 2009 to rest and focus on real growth in 2010?

Attend The Life Stage Marketing Summit
Exploring the intersection of life style and life stage marketing strategies allows you to deeply understand your customer segments beyond demographics. The key to achieving customer relevance means knowing your best customers even better so you can deliver on their current and future needs while identifying new high priority segments for new growth.

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Why Life Stage Marketing 2010 is a must attend:
· Learn from the best... Practitioner speakers share real life actionable case studies on Innovation, Trends, Segmentation, Market Research and Marketing and Loyalty-
· The IIR Motto: NO COMMERCIALISM from the platform
· Featured topics include: Behavioral Economics, Applying Key Information into Actionable Strategies, Anticipating the Future, Leveraging WOM, The Power of Experience Design, Driving Brand Relevance and Growth across Multiple Categories...
· Segments covered include: Millenials (Echo Boomers), Boomers, Gen X, Hispanic and Latin Americans
· NEW 360 Degree Trends Panel and Multiple Interactive Real Time Exercises

Delve Deeper...
· ALL Day Symposia Dedicated to Social Media & Technology

· ALL DAY Ethnographic Workshop: Using Ethnography as a Tool for Identifying Opportunities and Building Customer-Relevant Strategies at the Intersection of Lifestyle and Life Stage

· NOW CO-LOCATED with The Youth & Family Marketing Mega Event! The destination for those looking to deeply connect with all segments of the contemporary family to drive innovation, make smarter decisions and ultimately create what's next first, before your competitors.