Digital Ethnography Research
Digital ethnography is qualitative market research in an online space that observes social and cultural behaviors. The Look East team leveraged digital ethnography to examine the fears, motivations and beliefs of farmers objectively through observation without introducing bias through asking direct questions. Leveraging an online, real-time methodology allowed us to complete the research on a timeline that met the client goals and avoided interference with the 2016 election.
Consumer and communication research play such an important role in developing messaging for an organization. Look East developed a digital ethnography research report that categorized U.S. farmers into 5 distinct personas, complete with motivations, belief systems, preferred brands, share of population and share of voice.
With personas and associated psychographic details in-hand, the Look East team developed a set of messages that cover key topics to connect with the middle segments, most likely motivated by the organization’s message. This message blueprint guides all communication outreach and engagement in alignment with the overarching communication strategy.
Much like the political climate, the messages that resonated with each persona segment spanned the agricultural production spectrum. From only organic to America-first, crafting messages that fit the mission of the organization and targeted the largest audience within the five personas was an important deliverable.