Summary

IDEAFUND Co., Ltd.  has conducted a joint research project with Intage Inc. We have developed a new qualitative analysis methodology (Data-Ethnography) for big data.

Using this methodology, we clarified features of the future consumers.

Viewpoint

As a methodology that can be completed online without assuming “face-to-face”, we tried to discover insights and embody features of the future consumers by combining ” behavior log data of consumers”, “ethnography”, and “workshop”..

Research steps

• Step1 Narrowing down the analysis targets
  After assuming the characteristics that future consumers may have, we combined “quantitative survey” and “behavior log data” to extract characteristic consumers.

• Step2 Data-Ethnography
  We observed data about the purchase logs and media contact logs (TV, PC, smartphone) of targets. In other words, we worked on virtual fieldwork for the data in the same way that a cultural anthropologist lived with the subjects for a year and unraveled their lifestyles and values.
• Step3 Workshop
  Based on the results of Data-Ethnography, we conducted an insight analysis on the targeted consumers’ values and characteristics. After downloading the analysis results with the whole team, we discussed the characteristics, values, and consumption behaviors of future consumers through the workshop, and constructed features of the future consumers.

Data-Ethnography

The collection of qualitative data in cultural anthropology is usually done by fieldwork in the field, so it’s necessary “being in the same place at the same time with the target.”
On the other hand, in Data-Ethnography, we perform virtual fieldwork in the field of big data and we observe consumer behavior logs. Therefore, it’s no longer necessary “being in the same place at the same time with the target,” and it has become possible to carry out various investigations retroactively.

Data-Ethnography is a completely new methodology of analyzing big data, allowing only professional researchers who are skilled in traditional fieldwork.

Data-Ethnography can meet the following demands.
　・ You want to get new insights from big data.
　・ You want to use your company’s data more effectively.
　・ You want an intuitively understandable output that is different from the mathematical and statistical approaches.

This research results were presented at the GLOCOM Research Workshop (GLOCOM Research Workshop).

Contact info:
info@ideafund.co.jp