Ethnographic + Market Research

V3_Story%20Draft_Final%20Presentation_ed

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Comic Drawing
Comic Drawing

Participants were provided 5 blank panels to draw a typical flight journey from start to finish. This activity helped participants talk through their feelings about the travel journey and also established the primary, high-stakes moments we should explore in greater depth.

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Journey Map
Journey Map

We used this wall-sized journey map in our initial kickoff meeting with the client to get direction into key touch points across the customer journey that the client wanted to direct our attention towards (or away from). Having participants engage individually also helped expose how aligned our client partners were on their goals in working with us.

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Scroll through to explore the research tactics we deployed

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[airline]

Lowe's

1. Participant overview
1. Participant overview

We conducted over twenty customer interviews across 8 states.

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2. Research objectives
2. Research objectives

We wanted to understand customers' general brand associations and in-store and online shopping experiences.

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3. In-person methods
3. In-person methods

In-store observations, secret shopping, and customer shadowing illuminated the Lowe's in-store experience.

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4. Secondary Research
4. Secondary Research

Online surveys aggregatd customers' perceptions of major retailers, guiding our research into the competitive landscape.

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5. Research stimuli
5. Research stimuli

Interview subjects participated in explorative exercises, like this visual activity where they plotted retailers along two axes.

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6. Research synthesis
6. Research synthesis

Our research produced a 2x2 framework describing customers' shopping modalities along two dimensions.

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Interview Synthesis

After our stakeholder interviews for the client—a women's nonprofit—I built this document to both a) codify emerging relevant themes and
b) celebrate the generosity and insight of the people with whom we had chatted.

The CEO reported back her delighted surprise at how aligned her board members were along several key strategic priorities, which she had not previously appreciated.

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Competitive Landscape

Our client, an urban social club, wanted greater context on where they fit in the broader competitive landscape.

 

Shown here are two iterations of a landscape analysis. The first features a strategic vantage point, placing our client among larger market trends. The second is from a customer perspective, illustrating the various organizations competing for limited free time.

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Funding Ecosystem

In addition to a 10-page "Giving Landscape" I assembled to support the CEO's fundraising for her women's nonprofit, I also created these funding ecosystems of potential investors and collaborators.

 

The goal was to present the information not only as a literature review, but more so as a comprehensive synthesis of the wide-ranging market opportunities available, depending on how she decided to position her organization.

assorted snapshots