Another subset of ethnography, garbology is the study of human behavioral patterns via observation of waste. A visual analysis of human detritus can reveal not only patterns of eating, working, travel, and leisure, but also a wealth of details regarding local infrastructure, packaging, waste management, and cultural values.
Human observation, one of the larger subsets of ethnographic research, can be greatly augmented by photography. In the context of trend spotting, photography can reveal new behavior, innovative solutions, and creative practices as seen in the field.
In addition to video footage, written observation, purchase tracking, and interviews, photography is frequently utilized in ethnographic studies. Though ethnography is used across the entire field of market research, it is especially helpful with trend analysis as it can be utilized to identify trends before significant changes take place in mainstream society.
I am happy to discuss yet another delicious addition to the treasure trove of consumer information available online. It’s haul vlogging- a style of video blogging in which consumers (predominantly teenage American girls) talk about their most recent purchases.
People watching skills are an essential component of a trend spotter’s toolkit. Without the ability to observe peoples’ behavior and discover underlying motivations behind their actions, it is nearly impossible for one to formulate clear ideas on how consumers’ behavior may change in the future. For the cultivation of observational skills, I recommend reading Why [...]
Jane Strong is an ethnographer and certified enneagram consultant who works with The Insight Out Group, an ethnographic research and personal development consultancy. Insight Out gets an inside out look at personal trends by observing and conversing with consumers within the context of their everyday lives, and has worked with such clients as eBay, Lifetime, [...]
