Arthos, Porthos, and… Ethnos

THIS IS NO ARTICLE ABOUT THE 3 MUSKETEERS BUT IT IS AN ARTICLE OF A TRINITY

 Source: Unsplash

Source: Unsplash

I’m tired of reading research materials from organizations and personnel who never left the comfort of their chair. A good research that deals with the lifestyle of people cannot be totally done without ground survey. You need to speak to people to understand how they personally interact with the subject of your survey before you put it out for consumption.

Very recently, a new brand in Nigeria was looking to open an outlet in the Northern part of the country. According to the initial research material it had obtained, they were going to do fantastically in the North but they failed a few weeks after the launch because the consumption habits of the consumers was found to be entirely different from what the paper said.

 Source: Unsplash

Source: Unsplash

As a result of this experience, I was able to spot the trend showing how brands take research and strategy very seriously and they employ the tool known as ethnography. Ethnos is the piece that completes your literature, data/analysis. Ethnography tends to feel the pulse of the prospective client/customer.

The three pronged approach to research that has always worked for me and till this day ensures I win in research analysis are the literature, the data/analysis, and very importantly –the ethnography.