NordSpark | Digital Research

Surveys are good. Up to a point. They don't account for cultural biases in respondents and they can be hard to design & take a while to deploy. They're still valuable. But what's better? Netnography. Why? It's more involved than a survey, but netnography is the digital version of the anthropology method of ethnography. Using netnography, you can go beyond what your data tells you, which is what happened to what really matters...why it happened. It's fast, evolving and provides insights surveys never can. #research #marketing

Many a UX and market research team try to apply ethnography to their product and market analysis. This is good, but misses the pure gold in understanding culture. Here's how digital anthropology can help. #research #marketing #SaaS https://lnkd.in/gAmVgFPE

Understanding Cultural Velocity Networks (CVN) can help marketers assess how to shape content based on the platform they'll use. It can mean the difference between campaign success and failure. #marketing #branding https://lnkd.in/gKbzC3ym

All SaSs and tech companies are well acquainted with technology debt & its compounding effects. But few consider cultural debt, which often means missed revenue opportunities & can kill a product over time. https://lnkd.in/gZxq25_f

Numbers tell you what happened. Stories tell you why it matters. But too often marketers & businesses rely solely on quantitative data. Because it's cheaper & faster to get. This is causing some problems. The answer? Mixing in qualitative research. And today, thanks to methodologies like netnography, it can be done faster and at reasonable cost. Online surveys can help, but have their challenges. If you mix in various qualitative with your quant data, you'll be able to tell a better story. You'll get the human side. And you'll get the insights your lagging quant data can't deliver. Humans buy your products. Humans do unexpected things.

Could emoji's become our first global language? Probably not, but they're playing an increasingly important role in cultural transmission. For those dfeveloping digital products, it can help them grow market share. https://lnkd.in/gxy5VzeZ

Interesting move. It will take a while for consumers to catch on. Or perhaps they won't really care as long as the soup remains labelled as, well, soup. It's similar to what Apple did when they dropped "computers" from their name. Whether consumers find this relevant for Campbell's remains to be seen. It may mean more internally than to the broader market. #marketing https://lnkd.in/gNUjFwHk

We see this tension a lot. Marketing thinks IT is oppressive with rules and IT thinks marketing is arts and crafts for business and doesn't like them. This isn't a healthy environment. What to do? In some cases, I've embedded a marketing member in the IT department and vice versa for projects. This fosters collaboration and an awareness of the businesses challenges each faces. As marketers use so much IT today, while not always needing IT, silos tend to happen, not necessarily in an adversary way. Marketing leaders and IT leaders should meet regularly and ideally have a shared technology roadmap. When each other understands their constraints, innovating approaches can be found. #marketing #IT

Nostalgia, summery, fresh, playful. It's nice to see design trends moving this way from the cold, minimalist approach. A key trend to watch, including the use of more interesting fonts. Time for design fun! #marketing #design https://lnkd.in/gtpPqPgF

It's not Gen Z and Millennials, it's Gen X too and increasingly, consumers are weary of fast fashion, poorly made products. There's a significant opportunity for quality products that last. And likely more brand loyalty. This is a movement to watch. https://lnkd.in/gtNXZF-x