Wearables, virtual reality and the creation of smart homes, smart cities and smart cars, in brief, the “Internet of Things” call for connected customers. Creating the connected customer requires primarily three things: innovation power, a culture that fosters accountability and engagement, and a workforce that connects effectively across boundaries. The key to winning connected customers is building a strong sense of belonging. And yet, how do we really know what is of use for the customers’ unique journey to connectedness?”
Ethnographical user studies, an integral part of digital anthropology, provide the essential insights into the users’ sense of their world and thus their needs. Methods such as the researcher log, the user log, participation observation, and focus groups are valuable tools for the identification of customer needs.
At the heart of the needs analysis lies the customers’ identity maps with their visible and less visible elements – their avatar awareness. Understanding their avatar awareness is vital for tapping into the customer’s sense of belonging. In reality, you need to gain new insights into your personal identity map first, for you to gain a new perspective on customers’ own identity maps and their need for belonging.
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Digital transformation advisor | Privacy expert | Cyber anthropologist | Author