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If you like to keep up on the latest and greatest in branding, customer experience design, research methodologies, Stone Mantel happenings, industry insights and more, Brand Experience Insider, is a must in your e-newsletter library.

Monthly blog archive

IMMERSE YOUR ORGANIZATION IN DEEP INSIGHTS. We speak, research, and guide. We help you become brand experience strategists.

June 2012

Ethnography Gets to the “Why” of Consumer Behavior

The best offerings are solutions to problems, but companies don’t always define the problems and needs of consumers correctly. One way to pinpoint a consumer’s need is through ethnography. Ethnography is a discipline of anthropology; it answers the “why” of consumer behavior through insights in behavior and culture.

The Job Police

One of the most important solutions we deliver to our clients at Stone Mantel is helping them figure out what jobs their customers need them to do.  It speaks to the heart of value, and figuring out those jobs can literally mean the difference between success and failure.  A great example of this follows. 

The CMO as Chief Alignment Officer

Last month I facilitated a roundtable discussion with six CMOs of major banking institutions around the country. The question at hand was, “Are CMOs becoming the chief alignment officers for their companies?” The consensus was yes and we spent most of our time talking about the concept of customer journey.

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