Collaborative Reports

Grounding the American Dream: An Ethnographic and Quantitative Study on the Future of Consumerism in a Changing Economy -- Context Research and Carton Donofrio Partners

In 2010, we have released a follow up to our ethnographic insights with a new quantitative report, Coming of Age in the Great Recession. In the fall of 2008, we conducted an ethnographic study on the cultural impact of the economic crisis and what it might mean for the future of consumerism. A year later, in the midst of the recession, we followed up with a quantitative survey.

As consumer anthropologists and marketers we set out to document this critical juncture for our culture and to identify how businesses can best respond to this shift in consumer behavior.

Together, our two research efforts document the "grounding" of the American Dream and the emergence of a new kind of consumer — The Grounded Consumer. The reports portray a society and culture going through a "rite of passage" and moving into an era where we measure the quality of our lives in social terms before economic ones.

In Grounding the American Dream we describe the five stages of "grounding" and how each stage presents specific marketing opportunities across several business categories.

In Coming of Age in the Great Recession we document specific behavioral changes as a result of the "grounded" shift and reveal four distinct segments characterizing the post-recession mindset.

To learn more, visit our study website where you will find the original study and the quantitative follow-up.

For more information, please e-mail Robbie Blinkoff or call him at (410) 223-3589.

 

The Wild Pig Tail Project: America's Quest for a Sense of Social

The Wild Pig Tail Project provides an ethnographic and anthropological view on the state of our culture today and where it is headed. We include observations on consumer behavior, but it is not all about consumer behavior. Why then would you be interested? Because after two years of research, we have determined that the recession was a cultural game-changer. We are living under the auspices of a new normal, where the key to creating better products and services is to take a step back and look more holistically at our general as well as consumer behavior. It is not all we are doing at Context, but as consumer anthropologists we know it is a perspective that is critical for our business, your business and ultimately the ability to create very satisfied customers.

Visit The Wild Pig Tail Project by clicking here

For more information you can email Robbie Blinkoff or call him at (410) 223-3589.

 

A New Model for Communication: Studying the Deep Structure of Advertising and News Consumption.

The Associated Press, Context-Based Research Group, and Carton Donofrio Partners unveiled key findings from their collaborative, national anthropological study at WeMedia Miami on March 10, 2010. The findings of the study, A New Model for Communication, closely follow the results of a study released in 2008 by Context and AP that focused on news consumption and demonstrated that people are experiencing news fatigue and have trouble connecting to more in-depth stories (see below). Both studies were based on ethnographic research methods, which involve tracking and analyzing the behavior of individuals in their work and home environments. The new study followed 24 men and women, ages 18 to 55, in Atlanta, Kansas City, New York and San Francisco. Among the key findings was the fact that advertising simply isn't working as well as it could because the social contract – the implicit agreement advertisers and consumers have established to support a productive exchange – has been violated. The report suggests that the anthropological concept of "Communitas," involving a more egalitarian information sharing, can be used to rebuild trust between information providers and consumers. The report recommends that media companies and advertisers give themselves a "Communitas test" to see how their strategies measure up in terms of providing honest and relevant information to consumers and creating opportunities for two-way conversations.

To learn more download the complete report entitled, "A New Model for Communication: Studying the Deep Structure of Advertising and News Consumption."

For more information you can email Robbie Blinkoff or call him at (410) 223-3589.

 


A New Model for News: Context Research and the Associated Press

The Associated Press and Context-Based Research Group collaborated on a report that unveiled key findings from their global anthropological study at the annual World Editors Forum in Sweden on June 2, 2008. The ethnography examines news consumption patterns of young adults between the ages of 18 and 34 in Britain, the United States and India. Among the key findings was the fact that the subjects were experiencing news fatigue, meaning they were overloaded with facts and updates and had trouble connecting to more in-depth stories. Participants yearned for quality and in-depth reporting, but had difficulty immediately accessing such content. This experience was common across participants' race, gender and geographic location. "Ultimately, this deep-dive helped reshape our thinking about journalism in the digital age. We believe the findings and proposed model will help news organizations better meet the needs of today's media consumers."

To learn more download the complete report entitled, "A New Model for News: Studying the Deep Structure of Young-Adult News Consumption".

For more information you can email Robbie Blinkoff or call him at (410) 223-3589.

 

 

Download Our Ethnographic Studies
In addition to client work, Context Research conducts self-funded studies on topics of social and economic significance. For more information about any of the studies below, email Robbie Blinkoff or call him at (410) 223-3589.


Studies


The Mobiles: Social Evolution in a Wireless Society

A growing and vibrant international subculture has seamlessly integrated wireless products into their daily existence: The Mobiles. Context-Based Research Group's latest global study reveals a shift in human consciousness as wireless integration alters behavior, attitudes and etiquette around the world ­ as well as how business should adapt to this evolution.

Click below to download a copy of the "The Mobiles" report.



 


THE NEW NORMAL: Portrait of Today's Consumer

How are people doing one year after the attacks of 9/11/01 and what direction might businesses take to best communicate with them and meet their changing needs? Context-Based Research Group and Carton Donofrio Partners went back to the original participants from our initial 9/11/01 study, "Who I Am? How Business Can Survive a Global Crisis of Identity," to find out the answers to these questions.

Click below to download a copy of the "The New Normal" report.



 


9/11 STUDY: "Who Am I? How Business Can Survive a Global Crisis of Identity."

Carton Donofrio Partners and Context-Based Research Group utilized their proprietary global network of anthropologists to conduct research in eight cities in the United States and in Israel, Northern Pakistan, Indonesia, Columbia, China and France. The anthropologists conducted interviews with consumers, who also produced photo essays, to get insights on how people were altering their lives after the terrorist attacks on 9/11. As the field reports came in, ethnographers and business strategists outlined scenarios to help companies who are looking for direction in this altered consumer environment.

Click below to download a copy of the "9/11 Study" report.


 


"Home for the Holidays. Retailers Challenged to Respond to Shoppers' New Needs."

This global study, conducted by Carton Donofrio Partners and Context-Based Research Group's network of anthropologists, collected insights as to new holiday shopping behavior from gift selection, to holiday budgets and the desired in-store experience. Based on the research results, Context and Carton Donofrio Partners outlined possible holiday shopping scenarios in order to help companies prepare for the critical season.

Click below to download a copy of the "Home for the Holidays" report.


 


GLOBAL STUDY ON TRAVEL EXAMINES CONSUMER BEHAVIORS
Findings Identify Consumer Needs, Opportunities for Industries to Satisfy Them


The latest report published by Carton Donofrio Partners and Context Research Group gives new insight into the effects of current consumer experiences during business and leisure travel. A team of anthropologists in Tokyo, London, Israel, New York, Los Angeles, Chicago, Orlando and Las Vegas gathered data from a global sample of travelers and identified basic needs that are not currently being met by the travel industry. These findings were used to understand and pinpoint opportunities within the travel experience where industries such as hotels, rental car companies, attractions and cruises can better meet the needs of their customers.

Click below to download a copy of the "Travel Today" report.


 


Wireless Opportunities: A Global Ethnographic Study

No one truly knows what consumers really want in a wireless experience. By interviewing and observing users of web accessible PDA's, cellular phones with Internet access, pagers, and messaging devices, Context explored what "killer apps" and inventions people will want and need in the future. Wireless Opportunities is available for $1,000. For more infomation or to order this study, please email Robbie Blinkoff at rblinkoff@contextresearch.com.

 

 
GenWired 2000: a Longitudinal Study of Youth and Technology

This study explores the development of young people and interactive media in the home space and beyond. The study is designed to generate new technology ideas, marketing implications and social insight for innovations that improve people's lives. If you would like to learn more about this study, please contact Robbie Blinkoff at rblinkoff@contextresearch.com.



  Women in the Outdoors

This study of how women interact with and relate to the outdoors can help outdoor product manufacturers and retailers enhance marketing and product development efforts - particularly in response to the emerging casual outdoor market. If you would like to learn more about this study, please contact Robbie Blinkoff at rblinkoff@contextresearch.com.



 



For more information about these studies, please contact rblinkoff@contextresearch.com.






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.

Sign up here to get notified when new information is available.



Get Updates

Sign up to receive email notifications when new information is available.
Name:
Email:
 
( SUBMIT )

Copyright © 1999-2014 CONTEXT-BASED RESEARCH GROUP
All material used herein cannot be used unless expressed permission granted by CONTEXT.

Privacy Statement