Tuesday, July 26, 2005

Tales from Corporate Ethnography

If you haven't already seen it, please cruise over to Grant McCracken's blog on consumption and ethnographic research. A few days ago he posted some first-person experiences in the corporate ethnography trenches for The Coca-Cola Company and McDonald's. It's hilarious, and a must-read for the applied ethnography crowd (hint: it involves a researcher interviewing people at the drive-through window).

Commercial ethnography is sometimes the method of last resort. All other methods, quantitative and qualitative, have been tried and all have failed.

That's why, a couple of years ago, I got a call from The Coca-Cola Company (TCCC). A great torrent of Coke flows through McDonald's every day. So TCCC was particularly concerned by a new finding: that consumers order a smaller size of Coke when passing through the drive-through than when ordering indoors at the counter. Multiply this difference (even if it’s just 3 ounces) by millions of drinks per day over thousands of outlets, and you get the idea.

Click here to read the full article.


lokokid said...

Hi i am totally blown away with the blogs people have created its so much fun to read alot of good info and you have also one of the best blogs !! Have some time check my link to !!How to make a money lei

harvir said...

GOOD content thats what i like and just surfing around on blogs and finding good content is good feeling i am so glued to those blogs dont stop making good content keep it up i am not a pro on making pages but i see if you can visit my site maybe its something that you will like!!Easy fast free make money ways