Come abbiamo accennato nell’articolo precedente, l’etnografia è uno metodo scientifico attraverso cui si producono i dati qualitativi.
L’etnografia produce thick data, ovvero dati densi: questi ci offrono la possibilità di conoscere in maniera approfondita i nostri oggetti di studio, come ad esempio un’occasione di consumo, un segmento di mercato, il prezzo di un prodotto, la comunicazione su di esso, il packaging e la sua distribuzione.
L’etnografia applicata al business ha quindi come obiettivo quello di comprendere il contesto in cui si opera.
Cosa significa comprendere il contesto con l’etnografia? Ve lo spieghiamo con un esempio pratico:
Immaginiamo di voler aprire un’azienda che opera in Italia nel campo del Food&Beverage. Il nostro obiettivo è di distribuire prodotti in tutto il territorio e di importare prodotti di tendenza esteri per offrire varietà ai nostri clienti.
In primo luogo, quello che dobbiamo riconoscere è che i trends variano da luogo a luogo e da persona a persona. Non è detto che un prodotto di tendenza in Veneto lo sia anche nel Lazio, e che i gusti alimentari del Brasile corrispondano a quelli italiani.
Quello che dobbiamo fare è quindi porci delle domande necessarie per lo sviluppo di un business basato sui gusti, le aspirazioni e i valori delle persone (dalla persona creo il prodotto) e non sul prodotto/servizio in sé che vogliamo vendere (creo un prodotto/servizio e vado alla ricerca del target).
Quante volte abbiamo pensato di avere un’idea di business geniale partendo dalle nostre esperienze personali e da quello che credevamo fosse utile per i più? Il problema è che quello che è necessario per noi non è detto che lo sia per gli altri (anche se pensiamo di appartenere allo stesso target). Di conseguenza, quando pensiamo che un prodotto possa essere utile per un target, non sempre risulta così.
I problemi, in questo caso, sono due:
- Basiamo la nostra comunicazione e la brand identity sul prodotto e non sulla persona
- Il più delle volte si fa poca ricerca.
I due problemi seguono la stessa linea logica: pensiamo di conoscere il nostro target quando in realtà ci stiamo solo basando su dei pregiudizi, quindi non lo conosciamo in maniera approfondita.
L’etnografia aiuta a “spogliarci” di questi pregiudizi, ovvero di quello che pensiamo di sapere sugli altri (e su di noi). Attraverso l’etnografia possiamo quindi profilare il nostro target grazie a informazioni specifiche che il metodo tradizionale non è in grado di offrirci.
Gli strumenti più utilizzati in etnografia sono principalmente:
- L’intervista individuale
- L’osservazione di campo
L’intervista è a tutti gli effetti una conversazione che ci permette di accedere a quello che il nostro interlocutore pensa e sente, ai suoi principi, alla sua visione della realtà e della vita, al suo stile di vita e ai suoi valori. L’ascolto attivo è la forma più consona per una raccolta dei dati fedele all’identità del nostro target.
L’osservazione di campo, invece, permette di comprendere quello che le persone fanno e le differenze tra quello che dicono e le azioni che compiono giornalmente, per questo consigliamo sempre di utilizzare i due strumenti per un’etnografia più completa che tenga conto delle numerose sfumature da comprendere e analizzare.
Ma come svolgere le interviste e le ricerche di campo? Ne parleremo nei prossimi articoli!
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