Summary: In the first episode of season 2 of For the Better, Ben Cash explores the practice and value of digital ethnography, with Feedback's Chief Behavioral Officer, Dean Browell
Digital ethnography goes beyond surveys, offering real-time insights into online consumer behaviors, crucial for organizations navigating the dynamic landscape of today's market.
Why it matters
Digital ethnography's ability to study unprompted online behaviors provides organizations with an accurate pulse of their audience, challenging the limitations of traditional survey methods.
The expert insight
Dean Browell, an author, educator, and leading figure in digital communications, brings a wealth of knowledge to decoding how generations engage online, emphasizing the importance of fresh research.
Unveiling digital ethnography's power
Unlike traditional research methods like surveys, digital ethnography seeks to understand what consumers really think by uncovering what they say "in the wild," an unprompted.
The necessity for fresh insights
Dean emphasizes the urgency of staying updated on consumer behaviors, especially in the ever-shifting dynamics of the pandemic era.
Between the lines
Unlike NPS scores, digital ethnography reveals actual consumer actions, not just intentions.
The approach captures the nuances of online engagement, uncovering detailed insights from condition-specific threads to generational variances.
Organizations risk outdated strategies with stagnant data; digital ethnography offers a real-time understanding of evolving consumer needs.
Listen to the podcast & learn more
To hear more from Dean and discover the value of digital ethnography, listen to the podcast on your favorite streaming service.
Learn more about Feedback's work in digital ethnography, across a variety of industries.