Ethnographic Market Research
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A window into the world of your customer.
If you want to know exactly how, when, where, and why people do what they do… you have to be there!
Ethnographic market research is a window into the world of people who interact with your products and services. We don’t just look. We watch, listen, and ask probing questions to pick up details you’d never see in a controlled research environment.
We can conduct ethnographic market research anywhere…
In-Home
Throw a peer party and watch how teens choose and use cosmetics—and then find out how they feel about the results.
On-Site
Walk through your customer’s workplace and observe their operations, unearthing needs they didn’t know they had—and new opportunities for you.
In-Store
Observe parents shopping for a big-ticket toy item, and note what draws their eye, what they reach for first, and the dynamics involved in the final purchase decision.
Online
For an inside look at a day/week/month in the life of a busy Mom, have her record and upload video of how she decides what to make for dinner (using Doyle’s “think out loud” protocol), take photos of her pantry, and write about her family’s reactions at dinnertime--all online, over time, from the comfort of her home.
Article
Market Researchers Taking Work Home with Customers
In-Situ Research in Latin America: An enriching process (pdf)
