Q: Kristi asks, “How would you apply the principles of ethnography to a small startup company, that is web-based. You have an audience, but no clients as of yet. My website is an eclectic shopping site for women.”

A: Hi Kristi,

Thanks for the question. My advice is to hit the ground and spend time with people. As a company that is just starting out, you are in a great position to tailor your website tone and messaging to resonate to potential customers. So, ask yourself the following questions: Who is my potential customer? Where can I find her? Then go out and spend some time with her in the moments of her life that make the most sense—those moments that will help you understand her needs/wants/ideas/values/beliefs around your product offerings.

Then listen to her story!

Good luck,

Melinda