Marketing 4.0: Moving from Traditional to Digital

a company that provides financial education specifically for millennials.

MassMutual and IDEO

usually lead to a new product development, a new customer experience, or a new brand campaign that often makes customers delightfully surprised

the team members need to gather and synthesize their findings with a series of brainstorming sessions.

involves multi-disciplinary team members such as psychologists, anthropologist, product designers, engineers, and marketers.

emphatic research is the method closest to traditional ethnography.

requires in-person observation, dialogue, brainstorming, and collaboration among researchers and the community members to synthesize the most relevant insights.

that involves the human perspective and empathy in the research process

is a method—popularized by design companies such as IDEO and frog

it is critical for the netnographers to disclose their purpose in doing the research and ask for permission from the community members