Ethnography

Observational and Ethnographic research at GfK NOP   

If you need an up-close and detailed understanding of people and the context in which they interact with your products and services, then Ethnography is for you.

One of the key strength of Observational and Ethnographic research techniques is that they are able to uncover the ‘tacit knowledge’ that is embedded in behaviour, language and material culture that may not come out in regular research.

In particular, Ethnographic research observes the consumers’ in their natural environments, which can provide a more natural response than may be obtained in a forced environment.

Our Observational and Ethnographic team works in close conjunction with GfK NOP’s industry sector specialists, ensuring a valuable integration of our world-class ethnographic research with our large-scale, long-term quantitative consumer intelligence relevant to your specific market.