About Context
What is Ethnography?
Our Process
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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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