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Cheskin partner and resident futurist Lee Shupp takes
a look at powerful ways to understanding consumers of
the future. He discusses how futurists work with scenarios
and probe beneath the surface of events to detect underlying
forces of change. Complementing a futures perspective,
he tells us, ethnographic insight can reveal more about
consumers than traditional market research techniques.
Surveying the newest frontier of the study of culture,
digital ethnography, Lee discusses how digital tools
allow researchers to capture and share data much faster.
The result? A research process Lee calls “Applied
Exploration” — and the advent of ethnofuturism,
the study of future behavior in the present.
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