Friday, June 3, 2016
1:00 - 1:20 PM
Ted Talks - Marquette

Enhanced Ethnography Approach

Ethnographic research studies have been around for ages.  The smartphone era has resurrected this technique through the development of special mobile apps exclusively tailored to dive deeper into a consumer’s life.         

Nonetheless, aside from the incorporation of state-of-the-art technology and fancy video boards, ethnographic research methodologies remain, in essence, pretty much unchanged from decades ago.

Our session will introduce an innovative approach to ethnographies that combines advanced technological tools with traditional research, to reveal when and why perception breaks up with reality.  

We will present a case study that helped our clients SaskTel and The Marketing Den fully understand the minds and hearts of Busy Families in regards to their needs for connectivity.  

Interest Statement:
This session will provide you with insights about an innovative approach that goes beyond a typical ethnography.   

We will present a case study where participants were first interviewed about their habits, attitudes, and perceptions, without letting them know the next steps. 

Later participants were put through eight tasks, by means of an ethnography mobile app, to compare reality with expectations. 

How long would you last without being connected? What is really important about being connected?

Findings regarding Busy Families connectivity habits and needs, were surprising to both clients and participants. 

Our study proved that our perception of reality is not as accurate as we would like to think. 

At the end tons of information was collected and everything was put together in collaboration with the actual participants. 

As a result, guidelines for communication with this segment has been developed.

Learning Outcomes:
As a result of this session, participants will:

Lang McGlip, B.Comm.
Senior Research Executive, Insightrix

Lang joined Insightrix Research in 2007 and has over 15 years of market research experience. He and the team of researchers and statisticians are responsible for managing full-service research projects from initial conception and project design to analysis and reporting. Lang has experience in both qualitative and quantitative study design, including focus group moderation, executive-level in-depth interviewing, qualitative reporting, questionnaire development, multivariate analytical techniques interpretation, and presentation of research findings.

Prior to joining Insightrix Research, Lang worked with the second-largest mystery shopping firm in North America, Service Intelligence. While at Service Intelligence, Lang worked with several household brands including McDonalds, Dunkin' Brands, The Home Depot, Staples, Best Buy, TELUS, Bell Mobility, Rogers, and Shell Canada. Lang began his research career working with the largest market research firm in Canada, Ipsos-Reid. There, he worked with a variety of clients in the energy, leisure activities, transportation, and medical industries, managing all phases of both qualitative and quantitative research projects.


Corey Michael
Account Director / Partner, The Marketing Den

Corey is a Communications and Advertising Accredited Professional (CAAP) and is currently the President of the Saskatchewan Professional Marketing Association.