Tag Archives: Ethnography

How The C-Suite Can Discover Rich Buyer Insights Through Buyer Stories

CEO’s and their C-Suite teams are mired in quantitative data analysis.  Trying to make sense out of dollars and cents.  Uncertainty reigns on how to shape future company strategic direction.  Frustration exists with research consisting of surveys and data analytics only providing a snapshot of customer and market realities.  Recent customer profiling efforts only telling senior executives what they already know. Sound familiar? Given the amount of technological changes impacting buyer behaviors in the past decade, this is the likely state of affairs in many B2B corporate environments. Frustration Many executives today in marketing, sales, strategy, and operations are frustrated…

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Tony
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Walk A Mile In Your Buyer’s Shoes With B2B Buyer Ethnography

It began, as history can best record, as a proverb of the Native American Cherokee tribe.   Which said, “do not judge a man until you have walked a mile in his shoes.”  This proverb had been rephrased, reshaped, and reworded many times as a way to communicate.  What matters though, is the truth of this proverb.  To truly know someone, you must walk a mile in his or her shoes. Increasingly today, B2B buying decisions are heavily weighted towards perceptions about a brand’s promise and experience.  Oftentimes, gaining clues about buyer perceptions and experiences with a brand is not an…

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Tony
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