This project is still under NDA, so I’m unable to share original visuals and specific findings/concepts.
FORD MOTOR COMPANY
Ethnography + CX Concepts for New Segment
We conducted an ethnography across two U.S. markets to explore a new segment and develop targeted service solutions.
New segment, who dis?
Ford Global Consumer Insights identified a new segment via quantitative research, and their Customer Experience (CX) team wanted a qualitative understanding of the segment, and service concepts tailored to this segment.
Project goals
Uncover in-depth insights on the segment
Understand mobility's place in their life
Develop targeted service concepts
Role
I was a researcher on the Pull Creative (agency) team of 4 contracted to conduct the ethnography and concepting.
Skills
Generative research
Ethnography
Research planning
Videography
Concepting
Co-creation
Service experience
2 teams
interviewed 12 participants
6 in Atlanta + 6 in Los Angeles
What I’d do differently
Quick, summary doc
A field-note-taking template would increase accuracy, consistency, and efficiency.
Continuous video
A single video is easier to upload than many clips, and makes the interviews more coherent when viewed by anyone who wasn’t there.
Better tag setup
Better definition would've avoided some confusion applying tags, and time searching tagged excerpts.
Quick synthesis for
stakeholder co-creation
Problem
Short turnaround led to team info gaps, which led to thematic bias.
Solution
I suggested we create a chart with participants in the x-axis and potential themes on the y-axis.
Result
Team members thought a chart would be too slow. As the only one who saw all the interviews, I acted as a human bias-checker.
Takeaway
I'll set up a chart before interviews start, so researchers can track themes while in the field.
Stakeholder workshop: Engagement via brainstorming
Before brainstorming, we presented:
4 of 12 ethnography profiles
Opportunities for each major theme we uncovered
How themes related to the segment and vehicle ownership cycle
Themes we discussed CX solutions for
Motivation, hobbies, habits, and rituals
Milestones: definition + celebration
Mobility: how + why they get around
Family: definition + dynamics
Tech: usage + need(s) it fills
Brands: good vs. bad relations
Concept co-creation with our target segment
We began with a primary stakeholder pre-check, to ensure desirability and feasability of our concepts.
Methodology
Format
Dyadic, remote co-creation (2 rounds of 6 sessions)
(More discussion + feedback in less time)
Time
45-minute sessions
Participants
2 sets of 6 ethno + 6 new (same screening parameters)
Stimuli creation process
We created illustration stimuli and brief descriptions of each concept.
This was my first time creating research illustrations, so my first few attempts were too detailed.
Stimuli need to communicate concepts quickly and clearly, yet allow for new interpretations and ideas.
A sample of the research stimuli I created. (Actual text replaced with placeholder text, due to the NDA)
Refining synthesis for final report
We carried out most of our synthesis work on Miro, as a team.
I did most of the presentation formatting work; modifying and expanding upon template slides.
Respondent snapshot design
I modified an existing template to accommodate the new information and improve content alignment.
I also wrote most content, deepening segment knowledge by evoking each participant's facet of the segment.
Respondent snapshot sample (hover for side 2, blurred for NDA compliance and respondent privacy)
Creating a video of research themes
For this project, I put together the rough cut of the video using Reduct.
Content goal
~2 minutes per theme
multiple participants represented
Clip selection
I looked for theme relevance, length, charisma, and shot variety.
Content check
I added extra clips, and asked the team which clips to keep.
Final five concepts discussed with cross-functional stakeholders
It was important to have people with different expertise; to determine cost, link existing initiatives, estimate timeframe, and identify blockers/dependencies.
Now
Ford chose to work 2 concepts into existing product initiatives.
Near
They started laying the groundwork necessary to begin work on 1 concept.
Far
The last 2 concepts required more infrastructure, so they were on hold for future CX experiences.
