Advancing Understanding with Consumer Anthropology
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Watch Jamie Gordon, VP Consumer Anthropology with Northstar Research, in this explanatory webinar introducing Northstar’s “3 C’s” contextual framework for strategic research, which focuses on Clients, Culture and Consumers. Jamie illustrates one of Northstar’s best-practice ethnographic methodologies, which involves multi-stage sampling beginning with a larger sample data collection and funnels down to progressively intimate qualitative and ethnographic deep dives using a subset of that sample. As a part of the discussion, Jamie talks about how Northstar leverages the itracks discussion board technology as a best-practice field-approach.