Ethnography / South Korea
Consumer Report: South Korea
An in depth publication which acts as a bridge between strategic teams in our headquarters in Germany and the vastly different behaviors and values of people in South Korea.
Duration: 6 months.
Main focus: Ethnography, Internal communication.
My role: Fieldwork Organization, Ethnography, Interviews, Desk Research, Writing, Information Structure.
The concept is a deep dive into South Korea lifestyles in the cities Seoul and Busan. I arranged interviews in advance with a fashion blogger, startup founder, streetwear designer, a DJ collective, artist and expat journalist. In a team of two, we spent 3 weeks on site, taking pictures, observing, interviewing with a focus on lifestyle, shopping, transportation, technology, music, etc. We looked into short term and long term trends, and conducted market research about our competition.