BUSINESS ANTHROPOLOGY
at demographica

Business anthropology is the cornerstone of our approach to B2B marketing.

There is a common misconception that business purchases are strictly rational decisions.

We want to believe that people who are employed to spend company money are more considered, less emotional and objective.

Well, we don’t think that’s the whole story. Whilst the rational aspects (procurement procedures, cost analysis, spreadsheet decisions, etc) are a major part of the buying journey, deciding factors tend to be highly emotional.

We know that buyers are humans, just like you or me, who are influenced and at times governed by emotion. Buyers in business choose partners who make them feel safe, provide them with opportunities and enable them to make the right decision.

If you’re in sales or marketing, you’ve probably heard the phrase: “it’s all about the relationship”.

We hear this a lot as researchers in business, and it confirms exactly what
Demographica believes. People buy from people, and more than that, people buy from people they like.
These deep bonds between customers and brands are rooted in the emotional connections created by shared experiences, and measure future customer value better than brand awareness and customer satisfaction.

This tells us that emotional connections are a science.

That’s why Demographica does our market research differently. We harness anthropology as a discipline to tell the stories of the person or people at the centre. Using various ethnographic research approaches, we look for patterns in the lives and narratives of our buyers. These insights give us a window into the feelings and forces that motivate their decisions, what they do when they think no one is watching, how to create chemistry with
them and ultimately, how to get them to speak to you about your brand.

Curious? Read more below about the different products and solutions our anthropology practice offers.

AUDIENCE ETHNOGRAPHY:

Audience Ethnography - At a glance

AT A GLANCE

An anthropological deep dive into your target audience to uncover the key insights into who
our audience are, and what they do, think and feel on a human level.

Audience Ethnography - What it is

WHAT IT IS

The anthropology team goes ‘into field’ to glean insights from your target audience. The research takes approximately 4-6 weeks, with 20 or more participants (these can be businesses or groups).

During the field work, we conduct immersive interviews with 1 or more stakeholders in the business which are in-depth, in-context interviews lasting between 60 and 90 minutes that
are conversational and use a guideline of discussion points.

We also conduct site/field observations which involve shadowing a particular participant to understand the ‘day in a
life’ of our audience and capture data on what we see, smell, hear, feel and taste in our audience’s environment. This helps us to gather the nuance of our audience’s context, which we then draw themes from that reveal our insights.

Audience Ethnography - What you get

WHAT YOU GET

A presentation and an interactive ethnographic report that includes human insights about one or more audience segments.
This can include the key tensions in the audience’s world (insights), who the decision- making unit is, their behaviours (channel usage, day-to-day lives) and their psychographic profiles or personas.

Audience Ethnography - You need it if

YOU NEED IT IF

You are entering into a new market or audience segment:

  • You need to position your brand and want to create a sustainable, believable emotional connection
  • You have no audience segmentation (or only functional segmentation) and want a more human understanding of your customer variance
  • You are taking a product or service to market and you want to know where your audience is and who they are
Audience Ethnography - Customers who have bought this

CUSTOMERS WHO HAVE BOUGHT THIS

  • A global drilling contractor wanting to understand cultural norms and potential
    target market stakeholders in west Africa
  • A commercial insurance brand launching their unique offering to BnB and boutique hotel owners
  • A heritage steel company repositioning and seeking to reconnect with their diverse B2B audience

PRODUCT ETHNOGRAPHY:

Product Ethnography - At a glance

AT A GLANCE

An anthropological approach to gleaning user insight that includes the kinds of experiences, bugbears, needs, and behaviours specific products create/enable and how this affects their emotional relationship with the provider/s.

Product Ethnography - What it is

WHAT IT IS

The anthropology team goes ‘into field’ to glean insights about how users engage with a particular product or service. The research takes approximately 4-6 weeks, with 20 or more participants (these can be businesses or groups).

During the field work we ask participants to complete tasks (pay a creditor, log a ticket on an ERP system, make an insurance claim) while the anthropologist observes them and takes notes on their behaviour. The anthropologist will also ask questions pertaining to why a
particular decision/action was taken by the participant. These ethnographic interviews can
help make sense of rituals and practices while the person is currently engaged in performing

the task. This fieldwork can include lengthy observational sessions and has a strong focus on
the user (as the user may not be the buyer).

Product Ethnography - What you get

WHAT YOU GET

A presentation and an interactive ethnographic report providing behavioural and functional data on how users and/or buyers interact with products or services.

Product Ethnography - You need it if

YOU NEED IT IF

You‘re looking to take a product to market in a highly commoditised space:

  • You need to define a USP for a product or service
  • You are looking for the data to support a change in design and marketing strategy
  • You’re seeking to better understand why users/buyers are dissatisfied and where you can improve
Product Ethnography - Customers who have bough this

CUSTOMERS WHO HAVE BOUGHT THIS

  • A commercial B2C banking brand looking to launch value-oriented products into the B2B market

EMPLOYEE ETHNOGRAPHY:

Employee Ethnography - At a glance

AT A GLANCE

An anthropological analysis of your employees, providing insight that explores your sales culture, defines potential blind spots within teams, and describes employee experience and their role in marketing your brand.

Employee Ethnography - What it is

WHAT IT IS

Based on a research proposal that is co-created by the anthropologist and the team, the anthropologist goes ‘into field’ to glean insights about how employees live your brand. The research takes approximately 4-6 weeks, with 20 or more participants (these can be teams or individuals).
During the field work we shadow the sales team and conduct time-studies and ethnographic interviews on their experiences as salespeople.

Time-studies help us define how the sales
teams spend their working hours and where they are commonly stuck or undermined by systems or processes. Interviews are also conducted to establish which traits or learnings are key in enabling salespeople, and where they believe they can add the most value.

This report can also include other members of the internal team who may be key in creating the customer experience (call centre, support team, etc).

Employee Ethnography - What you get

WHAT YOU GET

A presentation and interactive ethnographic report that provides insight into the experiences of your employees, which can include how employees spend time, employee sentiment and common bugbears in sales enablement.

Employee Ethnography - You need it if

YOU NEED IT IF

  • Sales and marketing are silo’d
  • You have a heavily reliance on the sales team in closing deals or managing the customer experience
  • You want to drive a culture change in your organisation and need internal buy in
  • You want to discover what intrinsically and extrinsically motivates your teams
  • You want to take something to market and bring the internal teams on the journey
Employee Ethnography - Customers who have bought this

CUSTOMERS WHO HAVE BOUGHT THIS

  • A financial services provider seeking to engage intermediaries and enable digital transformation
  • A B2B automotive manufacturer with a focus on closing the decision-phase gap in the purchase cycle

CUSTOMER JOURNEY ETHNOGRAPHY:

Customer Journey Ethnography - At a glance

AT A GLANCE

An anthropologically informed approach to customer experience and customer
expectations, using an ethnographic toolkit to understand and map the customer journey.

Customer Journey Ethnography - What it is

WHAT IT IS

Our Customer Experience Ethnography is 6-week ethnographic process of establishing thegaps in customer experience and defining what the customer experience should be going forward.

The research process kicks off with an internal workshop that maps the customer journey from the internal perspective and includes internal stakeholders such as
sales/marketing/customer service. This map is used as a skeleton to collect a customer’s perspective of the journey. To do this, the anthropologist conducts in-depth interviews, observational research, and comparative analysis to map the key moments for customers, the emotional and functional needs of the customer at each phase, and the decision-making
units or personas we need to consider when engaging with customers.

Once the ethnographic research is complete, the research enables us to craft a strategic approach and plan that embeds the principles and the moments that matter into a new customer experience journey for the business.

Customer Journey Ethnography - What you get

WHAT YOU GET

A customer experience deep-dive that includes workshops with internal teams for
alignment; an interactive ethnographic report that defines the customer experience journey with the moments that matter, and the needs and roles of the decision-making
unit/personas.

Customer Journey Ethnography - You need it if

YOU NEED IT IF

  • You have just gone through a cultural, strategic or positioning shift in your business and need to redefine how you engage with customers
  • You find that customers have varied experiences without a clear reason why
  • You believe that you provide a unique customer experience – but what this is is unclear
  • You don’t think you ‘have’ a customer experience (you do – you’re just not the one defining it!)
Customer Journey Ethnography - Customers who have bought this

CUSTOMERS WHO HAVE BOUGHT THIS

  • A premium food services brand looking to create and streamline B2B CX along the supply chain
  • A luxury lifestyle and property brand launching a CX plan for B2B tenants reflecting their brand essence and direction

If you’d like to find out more about ABM or how we can help you grow using this bespoke marketing philosophy, please get in touch below and one of our ABM professionals will call you back.

GET IN TOUCH

Demographica is a marketing agency equipped with the relevant talent, experience, track record, resources and technologies to support large B2B companies.