Ethnography | september https://www.september-online.de Strategie & Forschung Wed, 30 Aug 2017 07:40:28 +0000 en-US hourly 1 https://wordpress.org/?v=6.8.5 https://www.september-online.de/wp-content/uploads/2016/09/cropped-ICON-1-32x32.png Ethnography | september https://www.september-online.de 32 32 Fish – the alien on our plate https://www.september-online.de/en/project/fish-the-alien-on-our-plate/ Mon, 06 Mar 2017 16:11:30 +0000 http://www.september-online.de/?post_type=project&p=2906

Fish – the alien on our plate

Objective

to come up with new stories for the positioning and product development of fish dishes.

Why

A supplier of food products wanted to gain a better understanding of how consumers approach and perceive fish as an everyday food, with a view to boosting the attractiveness of its range of deep-frozen fish.

How

In a multi-stage process, we visited the consumers at home, accompanied them as they prepared and ate fish dishes, and then conducted in-depth interviews.

What

We are a culture of meat eaters, not fish eaters. In eating meat, we incorporate into ourselves the strength of the animal, whereas our perception of fish tends to be one of slippery ‘aliens‘ that live underwater.  Our client received essential insights into how to overcome psychological barriers towards fish and render the consumption of fish more attractive via better product presentation.

]]> The power of small data https://www.september-online.de/en/project/the-power-of-small-data/ Mon, 06 Mar 2017 16:10:44 +0000 http://www.september-online.de/?post_type=project&p=2903

The power of small data

Why

The things that people say in a survey or the way they behave in a test studio often don’t equate to how they really think and behave. It takes a deeper dive into the consumer’s world to know what really makes them tick.

What

Our clients receive insights into the experiential world of their customers which in artificial interview situations would remain hidden or impossible to express verbally. Safari Workshops provide an entertaining opportunity for us to impart all relevant facets of the target groups.

How

In ethnographic interviews we accompany the test persons in ‘real life’: we visit them at home and gain first-hand experience of their household, home furnishing and home styling. Ethnographic interviews are also conducted in the workplace, at hobby locations, etc. – in fact anywhere the test persons live their lives. The focus is often on details (‘small data’) that say more about the test persons than any number of statements. During these sessions/safaris, we’re careful to select the right individuals, as there’s nothing more important for a spontaneous, authentic experience than conscientious preparation on our part.

]]> The cloud from the inside https://www.september-online.de/en/project/the-cloud-from-the-inside/ Mon, 06 Mar 2017 16:03:51 +0000 http://www.september-online.de/?post_type=project&p=2866

The cloud from the inside

Objective

to find insights that facilitate and promote the marketing of cloud offerings to small and medium-sized businesses.

Why

Surveys on the barriers to and drivers of using the cloud in small and medium-sized businesses always lead to the same abstract answers, mostly focusing on security or costs. What our client wanted was a clear-cut and graphic impression of how firms already using the cloud go about their daily work as opposed to those not yet using it.

How

Ethnography in the  B2B context! The september team visited 16 small to medium-sized firms for a whole day. How did these companies apply cloud solutions, and where would such solutions make sense? What kinds of everyday challenges existed? What about work-arounds to simulate cloud functionality? All this was rounded off with personal portraits and perspectives of the decision-makers.

What

A lively workshop with plenty of first-hand examples and cases taken from daily practice. We compiled an overview of the ‘cloud types’ we encountered as a source of inspiration for the marketing and development of cloud solutions to small and medium-sized businesses.

]]> Research beacons for innovations at floor level https://www.september-online.de/en/project/research-beacons-for-innovations-at-floor-level/ Mon, 06 Mar 2017 16:01:24 +0000 http://www.september-online.de/?post_type=project&p=2856

Research beacons for innovations at floor level

Objective

to identify ‘beacon’ concepts for household cleaning of the future

How

In ethnographic home visits lasting several hours, participants were asked to show us how they cleaned their home.  In the subsequent joint workshops with the client, we gradually drafted overarching future concepts based on the driving factors that will still crucially affect household cleaning in tomorrow’s world.

Why

A manufacturer of household appliances asked september to develop guiding concepts for a uniform vision of product development in the years to come.

What

september enabled the client to get a handle on the psychological difference between the various cleaning typologies, as well as the factual and emotional reasons that drive customers to choose their products. During the joint workshops together with an impromptu illustrator, we were able to draw up a guiding concept for each typology as the basis for innovations to come.

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