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Anthropological
research in Latin America is merely known or applied in the resolution of
problems of a social and cultural nature especially in academia where lie huge
volumes on the intrinsic characteristics of the study of local cultures
holistic data, and data have been underused.
The
closest to the anthropology experience, has been erroneously confused with
Ethnography. This being last a tool of anthropology as social science data
collection, their applications outside the academic realm most are today in
Latin America related to the knowledge of the behavior of consumers, purchasers
and their behavior towards purchase of products, understanding of the marks,
the use of tangible or intangible services, all this as justification for
tactical and strategic decision-making in areas of marketing.
Still,
there are areas of opportunity for the dissemination of the professional
profile of anthropologists and their professional skills. Becomes common the
sub use focused on specific projects for anthropology, or the absorption of the
tasks of the anthropologist by professionals of other areas of knowledge such
as: sociology, psychology and in some cases more serious engineering.
Ignorance
of non-traditional calls tools in the investigation of markets in Latin America
generates unequivocally a course oriented to obtaining rapid processes within
qualitative data collection methodologies. They are common, focus groups, and
the moderation of groups where firsthand the false tendency to only take into
consideration the elicitables elements, without that it take into consideration
that many of the participants lie in relation to the brands that use or their
buying behavior, of a society of classes marked where within the same
socioeconomic levels there are differences in their notions of status due to
the revenue is common economic, ostentation of resources as the purchase of
goods and services (car type trucks, apartments or houses, smart phones, etc.)
However,
winds of change are emerging for the incorporation of anthropologists within
private companies. Countries like: Venezuela, Colombia, Argentina, Brazil and
Bolivia are just some that in recent history have been visited by
anthropologists in their soils brought by private companies, which ignore
greatly there are schools of anthropology, which have high academic specialists
which can gradually be incorporated as consultants to understand in a deep way
that they called as "consumers" within their same educational
institutions.
User
Experience Research in Mobile Devices Ethnography allows directly knows in
depth:
-
What
are the motivations, interests, selection processes
-
The
context information purchase, use of products, influences on the selection
process,
-
Moments
of using applications in the software
- Main
attractions in the hardware elements selection, selection of material, colors
and designs of technology products
To
do this, we look at a small example of what could be an ethnographic
observation in several moments, socioeconomic levels and countries of Latin
America and the type of information which can be extracted with the proper
training. Further to the information gathering analysis will be mandatory to
understand beyond every day, the representation of the phenomenon in itself
same.
METHODOLOGY
Ethnographic, none participant observations during user experience fieldwork in Latam.
Contextual settings in different social economical levels are reflected in
these set of pictures.
SOME EMOTIONAL COMPONENTS
RELATED TO USE OF MOBILE DEVICES
Technological uses in different ways it’s most common between young
users, specifically for entertainment and socializing with family and friends.
Women showed a more codependent relationship with the frequent use of the
smartphones focus on permanent communication with family members and friends.
INSIGHTFUL INFORMATION
REGARDING BRANDS, APPS,
AREAS OF OPPORTUNITIES
Blackberry seems like the most common phone yet, especially for the
importance of the Blackberry Messenger Application (BBM), even though there is
some market movement particularly in middle classes and high levels to Android
devices and iPhone. Mouth to mouth between all ages it’s an important language
mechanism to create awareness for new apps, especially in the social segment,
but downloading could be an uncomfortable process especially in populations
with prepaid plans which are more than 50% of total population on most
countries.
Copyright © 2012
Anthropologist Miguel Palau. All pictures are proprietary and took by
myself during field observations. This information do not belong to any
particular source more than my personal observations.
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