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About Context What is Ethnography? Our Process People Careers |
About Context When anthropologists Robbie and Belinda Blinkoff and marketer Chuck Donofrio established Context in 1999, their goal was simple - to help marketers and product designers do better work through the power of ethnography. Doing better works involves three things: going very deep with customers, discovering where meaning lies in their lives, and using that knowledge to make something happen. Go Deep The backbone of all Context work lies in ethnography. However, most Context clients don't have the luxury of spending years in the field, as traditional ethnographers do. We've developed a series of rapid information gathering techniques we call upon to make the most of every second we spend with a participant - to go deep, fast. For each project, Context calls on its global network of anthropologists to create a research team that fits the client's needs in terms of location and expertise, whether it's eight cities around the world, or one community right next door. These anthropologists live work and play in the cities and countries they study - true cultural insiders. Find Meaning The real fun of ethnography comes after the field research. For Context, analysis is about uncovering the what's most important to our clients' customers. What influences how they think and how they act. And, finally, how do our client's products and services fit into those spaces. Make Something Happen Research alone is not enough. A truly successful research project is one that ends with action. One that generates insights that affect strategy, product design or communication in a tangible way. One that drives results. At Context, we work closely with product designers, marketing experts and our clients to make sure that something happens with our research. We won't settle for a dusty report on a shelf. |
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About Context Consumer Insights Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover Simplexity. 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. Sign up here to get notified when new information is available. |
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CONTEXT-BASED RESEARCH GROUP All material used herein cannot be used unless expressed permission granted by CONTEXT. Privacy Statement |
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