How Digital Ethnography Can Enhance Consumer Engagement

In this episode... Given the innate desire of humans to be understood by their peers and society, it is no wonder that anthropologists, sociologists, and psychologists dedicate themselves to researching cultures, societies, and individuals to better understand human behavior and reasoning. But how can businesses leverage this knowledge of human nature to enhance their reach in the marketplace? Dean Browell, Chief Behavioral Officer at Feedback, discovered his passion for digital ethnography — the study of human behavior through online mediums — while pursuing his PhD in education. Applying ethnographic methods to social platforms helps Dean's clients understand their target audiences' online routines and trends. Implementing digital ethnography in your company can provide insight into your customers' engagement, how they share your brand within their community, and what determines their decision to purchase your product. In this episode of For the Better, host Ben Cash welcomes Dean Browell, Chief Behavioral Officer at Feedback, to discuss digital ethnography and its importance and impact on the marketplace. Dean shares how digital ethnography compares to other mediums of research and data research methods, how we can use social listening to reach consumers through multiple channels, and the importance of creating and maintaining your brand's persona.