Interpreting Tribal Data: Analysing Ethnographic Data and Using It to Build and Maintain Tribal Brands

This chapter explains the process of analysing the different data collected from participant observation, online and offline, and data collected from interviews. It looks at the steps involved in identifying patterns, checking for data that contradicts initial interpretations, and finally composing an integrated interpretation that allows the company to understand tribal values. The question of how to relate these values to brand development is subsequently discussed in Chapter 7. However, it is worth bearing in mind that because we are interested in developing a tribal marketing approach to analysis of the data, we can assume that the marketer is participating, collecting data and analysing it, and adapting their participation in the tribe accordingly, in parallel with ongoing work on development of an overall ethnographic interpretation of tribal identity, rather than waiting till a full-scale ethnography is completed before making even low-key changes.