Jane has over 20 years of experience of ethnography and quantitative market research, and brings a very interesting perspective to the coolhunting arena, as her work allows her to really understand peoples’ thoughts and motivations.
Lucky for us, Jane was willing to give us a bit more of a peek into her fascinating career:
Your work is similar to coolhunting, but incorporates other unique elements. What would you say are the most significant differences between ethnographic research and traditional trend spotting?
Ethnographies are different from any other kind of trend spotting or coolhunting as we go into people’s homes, sit at the kitchen table or go wherever they go during the day and learn first hand – through intimate conversations and visual cues – the role that various products and services play in their lives. We talk about hopes, fears, aspirations and listen to stories to spot trends. We try to see the world through their eyes. We also use some unique projective techniques that get people to see and describe their worlds in new ways that might reveal “what’s next”.
What are the most common channels the Insight Out Group utilizes when conducting research? (In-person interviews? Blog scanning? Passive observation? Questionnaires?)
I usually do in-person interviews so I can use my intuition and observation of body language. I pay close attention to what people SAY and what they DON’T SAY. To stay current, I read a lot, follow blogs and discuss issues with colleagues.
What are your favorite research methods?
Ethnographies and small group interviews…intimate conversations of any kind where we can get at the hidden realities that lie beneath behavior and attitudes.
What sparked your interest in the field?
Understanding human nature and what drives behavior and attitudes. Solving marketing issues and working with start-up companies.
Have you noticed any particularly interesting or strange consumer trends lately?
Right now, I think that people are trying to figure out how to deal with the economic changes that are happening. Since our economy has been based on growth and consumption, losing their freedom to shop and spend is quite a change and many are trying to think of new strategies for themselves. There’s a lot of concern around what’s going to happen next…and more focus now than ever before on smart ways to save. Marketers are also looking for ways to help consumers feel that they’re getting more value for the dollars they do spend.
Do you have any tips or advice for aspiring ethnographers and coolhunters?
I’d say that the most important thing to learn and take seriously, is that people really are unique and that it takes a lot of careful and compassionate listening for their points of view to understand what drives them. Learning to understand and interpret what lies beneath the words is key.
~
In sum, Jane Strong has one of the coolest jobs EVER. Any sort of coolhunter can learn a lot from Jane’s perspective. Whether you’re into trend spotting via street fashion photography or quantitative analysis of consumer buying trends, it’s important to consider the thoughts and motivations behind peoples’ actions. Only once you can read and understand the underlying currents can you learn to navigate the tumultuous ocean that is the global trendpool. Fascinating!
[Thanks Jane!]
