Presenters Cato Hunt is a Director at Space Doctors, where she heads the London office and pioneers new ways to...
Tag: Market Research
Operationalizing Ethnographic Research to Grow Trust in Digital Financial Services
Case Study—Trust motivates people’s uptake and use of digital financial services (DFS). Understanding the socio-cultural determinants of DFS trust are needed to scale financial access and drive financial inclusion. These are core components of international development strategies, such as the...
Consulting against Culture: A Politicized Approach to Segmentation
Because market segmentations are a familiar managerial artifact, it is easy to overlook the assumptions teams make as they construct these representations. Segmentations have become entrenched within companies because they are useful in navigating the complexity of the real world, but this...
Friday in Tokyo: Co-creation – Ethnographer to Change Agents
How can we move from observation to co-creation? Or, from observer to co-conspirator and change agent? This post shares part of a project design that took that journey. It was Friday in Tokyo. We had been there just six days and this was the second country in thirteen. It was Friday, almost 1:00pm...