Trust and understanding before design: ethnography, teenagers … · 2019. 11. 7. · Ethnography...
Transcript of Trust and understanding before design: ethnography, teenagers … · 2019. 11. 7. · Ethnography...
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Alexandru Dincovici
General Manager, IziBIZ Consulting
Owner’s Representative for Marketing & PR, Veranda Mall
Trust and understanding before design:
ethnography, teenagers and retail
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Brief: How do we bring more teenagers in?
Space Location Visitors Events
What can we really change??
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Customer experience research vs ethnography
CX JourneyMapping/Research
Addresses an interaction defined in time and space
Predefined modelsTouchpointsReductionist
Tactical decision-making
Ethnography
Looks at what people want, needand value
Social realityMaterial culture, People &
MeaningUnderstanding
Strategic decision-making
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What we did
Deep hanging out with teenagers in themall (no recruiting)
Getting to know thetarget group:
teenagers, parents, friends, shopping,
media consumption, aspirations asoConsuming teenager content:
Dorian Popa, Abi, 5 Gang, Riverdaleand others☺
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Memes as teenageexpression
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Trap and values
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Going out
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Fashion and social status
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What happens next
Cinema openingNew communication pillar (Oppa Obor Lifestyle)
Entertainment areaSilent changes in the space, architecture and rules
Off the record niche influencer tracking