Advancing the Value of Ethnography

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


Cite this article:

2015 Ethnographic Praxis in Industry Conference Proceedings, ISSN 1559-8918.

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.