Archives for July 2017

Ethnography: An Unfiltered View of Reality

Ethnography was originally used as a method to understand tribes or cultures in distant lands, now it helps our clients identify previously unseen opportunities through looking at people’s worlds in a new way, through putting behaviour at the heart of our investigation.
民族誌最初是用來瞭解遙遠地區文化的方法,而它能將行為置於研究的核心,以新的方式觀察消費者的世界,以幫助我們挖掘潛在的機會。

Digital Advertising’S Perverse Incentives

Choosing the wrong metrics can lead to the opposite of the intended outcome — a phenomenon known as “perverse incentives.” 衡量指標的選擇非常重要,它決定了我們將要如何實現目標,錯誤的衡量指標可能會導致與預期相反的結果,這種現象稱為不當誘因。