Looking for an example to demonstrate to radio producers the power of audience insights based on ethnographic techniques and immersion research I came across the example of Clarks shoes. They’re reported to have used ethnography in researching a new range of walking shoes. Now, asked what you look for in walking shoes you might come up with a number of different criteria for judging them – sturdy soles, comfort, ankle support etc.
However, the power of observation is that researchers can often spot behavior that tells us much more than a simple interview. In the case of Clarks they were able to add meaning to what ‘comfort’ and other factors really meant, by following walkers. They also discovered that people buying walking shoes often feel the tongue of the shoe when they pick it up to buy it. It appears that consumers are feeling for a thick comfortable tongue in the shoe. The insight ensured that a well-padded tongue was a feature the company included in their new product range.
Matt
