Surveys and dashboards can tell you that something is happening but only deep listening through digital ethnography can tell you why. Digital ethnography provides a unique view into your market and customers, delivering actionable insights into how consumers make decisions, how they self-segment, and where they turn for help. Learn how to use deep listening research to inform strategy, build customer journeys, refine messaging, discover channel opportunities and focus investments. Mini case studies of internal and external audiences in healthcare will be presented.

Learning Objectives

• Understand what Digital Ethnography is and how it is different

• Develop a deeper ability to understand behavior online and paint a more complete picture with your existing research methods

• Learn how digital ethnography has illuminated truths during the pandemic

Biography

Dean Browell leads Feedback’s research as resident PhD with a passion for how generations interact online.

His work can be seen across many industries including tourism, automotive, retail, healthcare, and education. Dean served for six years as a Board Member of the Society for Healthcare Strategy & Market Development (SHSMD) and is the President of the Board of Directors for The Poe Museum.

A co-author of the book Don't You Forget About Gen X, Dean teaches Social Media Research at Virginia Commonwealth University's School of Business and is a co-founder of the cultural education project Hidden In Plain Site.