PRESENTATION: "Global Guru: Using Ethnography to Uncover Fresh Insights Across Cultures"
Psyma presents "Global Guru: Using Ethnography to Uncover Fresh Insights Across Cultures" at the 2008 Market Research Event.
Ethnography has become a buzzword in consumer research, but with high management expectations and investment levels, the flawless planning, execution and analysis of ethnographic studies are crucial to ensure success. These challenges are multiplied when the scope of the research is global. Both Mead Westvaco, a global leader in consumer goods packaging and Psyma, a global market research firm with strong expertise in ethnography, have conducted many ethnographic studies worldwide and will share best practices and lessons learned. The audience will gain a better understanding of the Do's and Don't's of conducting global ethnographic research, such as developing realistic objectives, selecting the right research firm, planning and managing fieldwork globally, identifying and managing cultural sensitives, transforming information into insights and communicating results effectively across regional boundaries.
This presentation covers:
- When is ethnography the right methodology for your project?
- Finding a partner that is a good fit with your team
- Planning for success / What to consider
- Translating insights into action plans
To receive a copy of this presentation or to schedule a live meeting or webcast, please contact Greg Cobb who will gladly take you or any of your colleagues through these valuable insights.