Ethnography: Immersive, Dynamic, and Unscripted

Image by Swedish Illustrator, Linn Olofsdotter

Some of you are curious about the foundation of what I do aside from my passion for innovation and writing about women who create. I’m an ethnographer. I was an ethnographer long before I even knew the term. When I ended up in advertising, I would get frustrated with highly regimented approaches to understanding consumers (people basically, consumers makes me think of lever pulling and manipulation which I am dead set against).

I have always approached insights and strategy/concept building with honest, open curiousity and interest – and I’d like to think a strong dose of savvy from weaving in and out of different social and cultural situations. I studied Cultural Studies and Semiotics in school and then attended the school of life where I set out to find the patterns and rhythms of New York City’s inhabitants.  Then I went deeper. And I went broader as I worked with diverse clients with subtle nuances and micro-cultures that required abandoning all preconceptions.  (and moved country. twice.)

The basic questions that make this work worthwhile are: What do people want and need?  How can we make manifest products and services that will make lives better/easier/more pleasant/more connected? How can we bring ideas and the narrative of business’ social role to life in ways that matter and are sustainable? How can we add instead of take away, drain, deplete? And how can we surprise?

I gave a one day workshop hosted by a consulting firm in Barcelona called Brain Ventures.  Antonio Monerris, the partner in the firm who approached me about the project, is just one of those people on this earth that keeps growing, evolving, learning, always with an open mind and an eye on the future. Among those present were representatives from Pan Rico (bread), Gallina Blanca (soups), and Chup Chups (candy).  Here’s the gist of the presentation part.

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