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Living Values

2008 Corporate Social Responsibility Report

 

Customer Value

 

Ethnographic Research

In order to gain insight into the needs and expectations of our various customer groups, OfficeMax recently conducted an ethnographic research study. 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.

In 2008, OfficeMax used this deeper insight into customer perceptions and patterns to launch a companywide initiative featuring innovations such as our stylish DiVOGA™ product line, practical InPlace System™ organizational solutions and seven other brands.

Other ways in which ethnographic research has enhanced our decision making include seasonal pattern choices, signage development, accuracy of our messaging in our stores and the effectiveness of our advertising. In conjunction with this effort, OfficeMax also launched a new look and feel to our customers through cinema advertising, in-store displays, catalogs and other channels.