How Fortune 500 Brands Leverage a Special Type of Research to Drive Innovation

How Fortune 500 Brands Leverage a Special Type of Research to Drive Innovation

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Many entrepreneurs work on a solution for problems that don’t exist and then wonder why customers are not interested in their solution. These first-time entrepreneurs are inspired by the great entrepreneurial leaders of our current and past generations, but they have a lopsided knowledge of what reality is. 

Within the world of entrepreneurship, there’s an abundance of different misconceptions. Most famously, it is that most innovative companies, such as Apple, don’t perform any customer research. While innovative companies do perform customer research, they don’t traditionally undergo normal procedures. Instead, they follow a much more “hands-on” approach by implementing ethnographic research. 

What is ethnographic research?

As a substitute to conventional customer research, ethnography methods are all about real-life environments. It’s a qualitative method where researchers observe (or interact) with a study’s participants in their natural habitat. Businesses can receive a much more comprehensive understanding…

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