“If you want to understand how a lion hunts, don’t go to the zoo. Go to the Jungle.” – Kevin Roberts, Saatchi & Saatchi

Quote tadi selalu menghiasi slide presentasi Amalia E. Maulana , seorang professional Ethnographer kenamaan Indonesia. Hal ini saya simak ketika diundang oleh mba Amalia, diacara Book Launching Consumer Insights via Ethnography Selasa 28 Juli 2009 di London School of Public Relation, Jakarta.

Seorang Ethnographer harus jeli melihat tanda-tanda dan mencatat semua tanda-tanda.
Mari kita coba simak video dibawah ini yg berjudul “Awareness Test”

Aktifitas FGD (Focus Group Discussion) seringkali hanya menguak info yg selazimnya diungkapkan oleh responden atas pertanyaan dari researcher, dalam hal video diatas, info tersebut adalah “How many passes does the team in white make?”

Para responden pasti akan fokus untuk menjawab pertanyaan itu saja, informasi lainnya diabaikan karena tidak dianggap relevan. Sehingga ada Seseorang berkostum gorilla yg lewat tidak dianggap relevan, dan infonya diabaikan (krn fokus ke pertanyaan).
Padahal info sekecil apapun bagi seorang researcher adalah informasi yg berharga, dan hal ini tidak anda dapatkan di FGD, melainkan harus dengan cara Ethnography.

Untuk memahami konsumer, hendaknya kita langsung mengamati lebih dekat kedalam habitatnya, kedalam kehidupan para konsumer kita.
Dengan demikian kita tidak akan kehilangan info penting yg sebenarnya kita cari.

Di buku Consumer Insight via ETHNOGRAPHY oleh Amalia E. Maulana, anda akan dapatkan info lebih dalam untuk mengungkap informasi yg tidak terungkap, jadi.. ayo beli bukunya

It’s been 63rd Year Old, my beloved Nation declare our Independence Day ( August, 17, 1945). Release from colonialism, to become an independence nation.

Happy Birthday Indonesia ! God Bless You! and may it all the best for you. And may i would not disappointed you in every i do yesterday, today and the day in the future.

On Friday, August 15th, 2008, i attend on the TDA meeting, the launching of Tangandiatas.com Reborn. Great business portal for Indonesian small medium enterprises, where i become the member of TDA. This group were awesome group, that have a great spirit on developing their great business, as their president Iim Rusyamsi said that it is a new history for TDA. It begin with a personal blog from Roni Yuzirman writing about enterpreneurship, and then continued to off line networking, then it born a brand new portal, tangandiatas.com as a result from collaboration with virtual consulting (nukman luthfie).

At TDA meeting, what Riyeke Ustadiyanto (SEOKita.com) said that a new colonialism are now attacking our nation, make my fire nationalism flamed up. Keke (Riyeke) said that indonesian business website are being colonialism by other non-indonesian website, we are defeated in SEO on “indonesian tourism” related keywords, so when internet user are searching about indonesian tourism, they always pointed into non-indonesian travel agency, so the booking money are not going to indonesian.

I think it is not fair, but it is not their false too (non-indonesian travel agency website), but we can not stand here do nothing, what we should do no, is to fight it back, to gain the victory on our “SEO keywords”.

So it is right that indonesian already independence 63rd year ago, but the war never stop, we must war for SEO Keywords too. Well… the only difference on this war is, we don’t use hurt someone else, we do it on peace and full of respect and professionalism.

Happy Indonesian Independence Day, Build Your Never Give Up Spirit!