Ethnographic Research
To help our clients understand the behavioral and experiential aspects of consumer attitudes and perceptions of a brand and its products, StrategyOne offers on-site ethnographic research.
Unlike traditional focus group research, where participants are placed in an artificial setting for short periods of time, ethnography focuses on observing participants in a natural setting to delve into the cultural trends, attitudes, and lifestyles that influence consumers.
Methodology
Triangulating ethnographic results with in-depth interviews and a quantitative survey improves the validity and reliability of the result, and provides a more thorough understanding of the target population.
Ethnographic research can be conducted in any natural setting where the target population is desired to be observed. This can include:
- In-home
- Shopping at a store
- At work
- On the street
Deliverables
- Full report of ethnography findings, and strategic recommendations, including video clips and pictures of participants using products and/or services in a natural environment
- DVD or VHS of the observations
- Highlight reels of key moments of the observations (optional and at additional cost)
- Highlighted quotes
Benefits
A thorough understanding of consumer behavior and lifestyle provides invaluable insight allowing communications, messaging and marketing to be tailored to the target audience in ways that traditional research would typically not allow.
Ethnography is especially useful when attempting to understand:
- How consumers utilize a product
- What other behaviors accompany a product’s use
- What other products and services (both yours and competitors’) are in proximity to your offerings
- What shapes the end user experience
- How the decision making process evolves
Contact Us
To learn more, please contact us at information@StrategyOne.net
