Contributed Articles

DataTaxi: Applied Ethnography for Connecting the Feeling of the Streets and Communication Messages

SERGIO SILVA Nova/sb The urban environment has created a multiplication of stimulus that causes people to pay less attention to message content. In an attempt to understand what really interests them, the author found the taxi cab – a traditional mobile scenario – as way to explore aspects and encounter feelings of the population. By applying ethnographic approach and training taxi drivers this tool collects information from participant and consumers while traveling through São Paulo streets. Ethnography, methodology development, research innovation, marketing research. Sergio Silva is account planning head at nova/sb, an ad agency with large expertise in effective public service advertising. He has a master degree in business administration from University of Sao Paulo (SP) and teaches at FAAP. 2015 Ethnographic Praxis in Industry Conference Proceedings, ISSN 1559-8918. © Ethnographic Praxis in Industry Conference, some rights reserved....