“You can discover more about a person in a hour of play than in a year of conversation” Plato.
Introduced by the American sociologist Harold Garfinkel, ethnomethodology is, together with symbolic interactionism and dramaturgical, one of the most relevant perspective in the field of qualitative research. This tradition concerned with studying routines of everyday life and their production. How people make sense of their lives? The order and harmony of our lives depends on simple but very rooted behaviors. Watch this video before providing further details. The first scene is enough (you´d better omit the rest of the video)
What happens when girls cheer on the waiter? Is their behavior part of our routine? Is the social order or harmony interrupted in this situation? Read now this passage on an experiment developed by the founder of this tradition, Garfinkel:
Garfinkel asked some of his students to act like guests when they return home, in front of their families. From fifteen minutes up to one hour, students maintained a polite distance, talked about general issues rather than personal topics, requesting permission to use the bathroom or to take a glass of water, expressing his gratitude to the “host” for their kind hospitality. Two of the forty-nine families thought the students were joking and ignored the behavior; the others were upset or teased. Family members requested explanations: what happens? What is it? You’re sick? What kind of creature are you? Why are you angry? Are you getting crazy or stupid?
Both in the video and in the passage, people involved behave unconventionally. What does it mean? Everyone share a number of conventional assumptions with the member of one´s social group, community, town or city, country or culture. These assumptions are part of our everyday life. Saying hello when arriving home, shaking hands or being grateful. When it happens that one behaves against such assumptions, one social disorder takes somehow place.
What does it mean in terms of market research? Do you buy products that are against your conventional assumptions? Many marketing campaigns have actually failed because of lack of sensitivity with some conventional assumptions. Like the suggested in this post. Do you know any other case? What do you think about this campaign launched by Polish tourism organization in 2005 in France? Do you think it goes against French conventional assumptions?