What are some examples of ethnographic research studies that have led to new product innovations?

1 Health and wellness

One example of ethnographic research in the health and wellness domain is the study conducted by IDEO, a global design and innovation firm, for the American Red Cross. The study aimed to understand how people cope with stress and trauma, and how they seek and offer support. The researchers spent time with people who had experienced natural disasters, violence, or personal loss, and observed how they used various coping strategies, such as journaling, meditation, music, or social media. Based on their findings, IDEO designed a mobile app called Resilience, which helps users manage their stress and trauma by providing personalized tools, tips, and resources. The app also connects users with a network of peers and experts who can offer emotional support and guidance.

3 Travel and hospitality

A third example of ethnographic research in the travel and hospitality domain is the study conducted by Airbnb, a online platform for renting and booking accommodation, for its hosts and guests. The study aimed to understand how hosts and guests create and experience a sense of belonging, trust, and connection. The researchers visited and stayed with hosts and guests in different countries, and observed how they prepared, communicated, welcomed, interacted, and reviewed each other. They also participated in local activities, such as cooking, shopping, or sightseeing, with their hosts and guests. Based on their findings, Airbnb designed a new feature called Experiences, which allows hosts to offer unique and authentic activities to their guests, such as art workshops, yoga classes, or food tours. The Experiences feature helps hosts and guests to share their passions, skills, and cultures, and to build meaningful relationships.