In the current economy, many ethnographers are struggling to remain as part of their clients’ business equation as companies search for inexpensive, quick solutions to their business needs. The problem is, obviously, that quick fixes rarely work when discussing the complex issues ethnographers tend to uncover. The workshop is meant to provide ethnographers and the people they work with tools to turn ethnographic insights into innovation, ensuring that the insights you captured turn to ideas that result in actionable and profitable business plans.
Using a case study format, participants will work in teams to move from findings to developing a model of “what’s going on.” Participants will then apply clustering, scenario planning, and abductive reasoning techniques generate tangible marketing, development and design plans. Finally, participants will be introduced to tools for obtaining acceptance and internal buy-in from clients.
This workshop will be broken into three overarching sections:
- Ideation (hour 1) – applying strategies from ethnographic findings into messages business and design teams can understand and act upon.
- Co-Creation (hour 2) – creating tactics and tangible product/messaging ideas from the findings. Based on the outcomes of the ideation phase, participants will use facilitated brainstorming to create a marketing strategy, product solution and brand manifesto.
- Transformation (hour 3) – apply techniques from change management to gain complete organizational buy-in and performance metrics based on the insights gained from the work.
Who Should Attend
Ethnographers, designers, and business people who struggle to move ethnographic insights from information to ideas. People charged selling the outcome of ethnographic research throughout their company.
Pre-work for the Workshop
We would ask that attendees submit a one-page case study to us by August 1st. This can be any ethnographic project the participant has worked on in the last two years.
Anything They Need to Bring
Your favorite lucky charm.
Workshop Organizers
Gavin Johnston: Chief Anthropologist, Two West
Take an ex-chef turned anthropologist and set him free to conduct ethnography, brand positioning, and product development and you have Gavin. Gavin leads the Two West research and strategy team in ethnographic fieldwork and analysis, research translation, and business-focused methodology development.
Lou Thurmon: Senior VP of Human Potential, Two West
As a certified change management practitioner, Lou works with clients to successfully embrace brand-building change internally, specifically in regard to employee engagement and in-depth organizational change. Lou oversees internal ethnographic fieldwork and analysis, organizational development business plans, communication plans and transition messaging.
Ryan McNeil: Transformation Analyst, Two West
Ryan McNeil serves Two West as the Transformation Analyst with the Consulting Services team. Ryan’s area of expertise is facilitating the adaptation, implementation and analysis of research findings, ideation and rapid prototype sessions. He is trained in the Creative Problem Solving process.
