AMY MAISH and MAGDA WESOLKOWSKA
The bivocal approach is a systematic research and strategy framework that leverages marketing professionals’ and social scientists’ unique perspectives in order to develop brand, consumer and cultural insights relevant to the business challenge. Thus allowing all voices to be heard equally and clearly: that of the social scientist and the marketing professional, that of culture, consumer and brand. It results in an explanation for the forces at play on the brand or business questions and acts as a cultural GPS for the brand. The explanatory nature and consistent connection between brand, consumer and culture allow for a highly grounded, and we would assert, more powerfully informed set of actions, including, when, how, and why brands/products are used or could be used by consumers....
LISA REICHENBACH and MAGDA WESOLKOWSKA
There is an old riddle, “What is everywhere, but invisible?”, to which the answer is “air”. But in ethnography applied within settings such as marketing and product innovation, the answer might as well be “the physical environment.” While social scientists are trained to consider informants and environment as interrelated and crucial information sources in ethnography, it nonetheless appears that all too often the environment may be underutilized in ethnography in many industry settings. This is a troublesome omission as the physical environment can be tremendously valuable to any ethnographer on the hook to find strategically relevant insights about a given target.
This paper argues for a practice of industry-oriented ethnography in which the physical environment is viewed as an informant that helps us to find insights related to our end goal of understanding human behavior, such as what is highly motivating or what creates profound tensions for informants. We advance...