Should you hire an ethnographer for your brand?—an interview with Peter Spear
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Should you hire an ethnographer for your brand?—an interview with Peter Spear
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Ethnography is a type of social research that involves studying the behavior of a group of people and the culture they create.
Our guest on today’s episode is Peter Spear, a corporate ethnographer and brand consultant. Throughout his career, he has helped big brands like Gatorade, Coca-Cola, the Discovery Channel, and AMC to understand their buyers through qualitative interviews — which is just a fancy way of saying that he talks to them and asks them thoughtful questions. This episode will resonate with anyone who wants to bring more curiosity, empathy, and understanding into their business.
What I hope you take away is that you ALWAYS have something to learn, and the fastest way to learn it is to engage in meaningful dialogue with your customers and sincerely listen to what they have to say to you.
I hope you enjoy the show.