Powerful insights – possibilities of ethnographic research
Ji-Seun YouLG Electronics, Germany
Edeltraud KaltenbachMaritz Research, Germany
INTRODUCTION
To truly understand your customers and potential customers in the relevant markets and countries ... does this sound like a dream or can it become reality? We are on the safe side in saying that it is definitely not an easy task.
BUSINESS CHALLENGE
Imagine the case when, for example, an Asian company wants to explore and pervade the foreign market Europe. It is not as easy as it may sound.
LG Electronics, one of five main manufacturers of electric appliances...