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Doyle Research is truly passionate about in-home and shop-a-long research. Combined with thoughtful planning and excellent moderating, that has allowed our teams to uncover deep insights that have guided us in package development, brand positioning, and communication. |
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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 ethnographic market research interviews are so much more than interviews conducted in consumers’ homes. These immersive sessions are used to help you better understand…
On-site and in-home ethnographic market research sessions are similar in terms of method and reasons for use. The difference is that on-site ethnographic market research interviews are place based, meaning they take place in a restaurant environment, on the beach, in the work place, in the car, at a rest stop or wherever a product or service is used or sold—outside the home.
In-Store/Shopalong Ethnographic Interviews
In-store ethnographic market research interviews, also referred to as Shopalong interviews, help uncover thoughts, influences and motivations when consumers are shopping for your product to ensure the packaging, placement and in-aisle marketing efforts are all working to engage your consumers.
Online ethnographic market research allows you to immerse yourself in your consumers’ world without ever having to leave your office. Using a dedicated online platform, online ethnographies take consumers through a series of asynchronous discussions and exercises that allows them the time to craft rich, insightful responses, that help you to understand who they are as consumers and how your product fits into their world over an extended period of time.
As beneficial as it can be to bring clients and participants together for traditional in-person qualitative, it is not always practical or even, in some cases, desirable.
Peer parties bring group discussions into a natural, comfortable setting. Each party or gathering is comprised of a small number of individuals who are friends and who are screened to be product or category users. These sessions typically take place at a participant’s home, but can also take place at a location that’s best suited to address a client’s unique research objectives.
