How Digital Ethnography Can Enhance Consumer Engagement

Given the innate desire of humans to be understood by their peers and society, it is no wonder that anthropologists, sociologists, and psychologists dedicate themselves to researching cultures, societies, and individuals to better understand human behavior and reasoning. But how can businesses leverage this knowledge of human nature to enhance their reach in the marketplace?

Dean Browell, Chief Behavioral Officer at Feedback, discovered his passion for digital ethnography — the study of human behavior through online mediums — while pursuing his PhD in education. Applying ethnographic methods to social platforms helps Dean’s clients understand their target audiences' online routines and trends. Implementing digital ethnography in your company can provide insight into your customers’ engagement, how they share your brand within their community, and what determines their decision to purchase your product.

In this episode of For the Better, host Ben Cash welcomes Dean Browell, Chief Behavioral Officer at Feedback, to discuss digital ethnography and its importance and impact on the marketplace. Dean shares how digital ethnography compares to other mediums of research and data research methods, how we can use social listening to reach consumers through multiple channels, and the importance of creating and maintaining your brand’s persona.

Here’s a glimpse of what you’ll learn:

Dean Browell defines digital ethnography — and how it compares to other forms of research
Why relying on the NPS score can affect your company’s reputation
Does digital ethnography compare to traditional data research methods?
Dean explains social listening — and how to reach consumers through multiple channels
How digital ethnography fills in the gaps of the user’s journey
The importance of creating a brand persona and keeping it current
How to conduct research over an extended period
Dean shares how his PhD work ignited the idea of Feedback

Resources mentioned in this episode:

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