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Living Values

2007 Corporate Social Responsibility Report

 

Customer Value

 

Ethnographic Research

Ethnography helps to reveal …In order to gain insight into the needs and expectations of our various customer groups, OfficeMax conducted an ethnographic research study in 2006. Employed by anthropologists for years, ethnographic research is relatively new to the business world. This methodology relies on participant observation, in-depth interviews, and visual analysis to immerse the researchers in a culture or subculture so that they gain a deeper understanding of behaviors and customs.

Ethnographers observe, interview, and videotape people in the context of their everyday lives: where they work, live, shop, and play. Ethnography overcomes the artificial nature of focus groups and surveys, helping to reveal the unspoken cultural and social patterns that shape consumer behavior.

In 2007, OfficeMax used this deeper insight into customer perceptions and patterns, along with other data, as the basis for planning a major, companywide initiative to be launched in 2008. The proprietary nature of the initiative prevents the release of additional information until that time.