Open AccessNot Lost in Translation: Maximizing Impact in Marketing Ethnography through Bivocality
Author(s) -
MAISH AMY,
WESOLKOWSKA MAGDA
Publication year - 2007
Publication title -
ethnographic praxis in industry conference proceedings
Language(s) - English
Resource type - Journals
eISSN - 1559-8918
pISSN - 1559-890X
DOI - 10.1111/j.1559-8918.2007.tb00084.x
Subject(s) - ethnography , marketing , set (abstract data type) , order (exchange) , business , consumer research , sociology , advertising , brand management , brand community , brand awareness , public relations , political science , computer science , finance , anthropology , programming language
The bivocal approach is a systematic research and strategy framework that leverages marketing professionals' and social scientists' unique perspectives in order to develop brand, consumer and cultural insights relevant to the business challenge. Thus allowing all voices to be heard equally and clearly: that of the social scientist and the marketing professional, that of culture, consumer and brand It results in an explanation for the forces at play on the brand or business questions and acts as a cultural GPS for the brand The explanatory nature and consistent connection between brand consumer and culture allow for a highly grounded, and we would assert, more powerfully informed set of actions, including, when, how, and why brands/products are used or could be used by consumers.