About Context
Anthro Perspective
What is Ethnography?
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 Context's Anthropological Perspective
Context’s brand of ethnography is based on a desire to get to the roots of consumer behavior and provide answers for “why” people behave the way that they do.  We call this getting to the Deep Structure.  The Deep Structure is the place beneath the surface of easily observed behaviors where cultural values and individual motivations are supported and produced.  Because the Deep Structure connects behaviors with their underlying motivations, this knowledge provides a useful framework for developing strategies to reach consumers on a deeper level. 

The tree metaphor describes how we get to the Deep Structure.

context tree

 

Above the Surface
As anthropologists, we are trained in ethnographic techniques that enable us to identify, describe and interpret consumer “Behaviors”—the trunk of the tree.  This is the part of the tree that you can walk around, touch and see, and describe in close detail.  As you look up the tree, you can see that the trunk supports a canopy of limbs and leaves—the “Material Culture” or products and services—which are the manifestation of the Behaviors and the Deep Structure. 

Below the Surface
In the next step of our process we turn to anthropological concepts and analysis to guide us as we connect the behaviors that we observe, and the products and services we see in use, to the “Why” that emerges over the course of our observations. This involves us returning to the data we collected for further reflection as we develop an understanding of the meanings of objects, environments, social interactions, beliefs, values, and communications from the perspective of the people studied.

The end result is that a behavioral model emerges that is the Deep Structure, which in turn, becomes the foundation for developing meaningful interactions with consumers that will resonate with them throughout their lives. 



About Context Consumer Insights

Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint.

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