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Stories That Deliver Business Insights

December 19, 2013 | Julien Cayla, Robin Beers, Eric Arnould | Strategy

Companies are gaining value from ethnography, the in-person study of how people actually use a product or service. Through its attention to the details of people's lives, ethnography can be a powerful tool to help executives gain insights into their markets. Ethnographic stories can also be indispensable in helping executives rethink their assumptions about what customers care about and about overall strategic direction.

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