Key areas
Ethnographic research can be applied to any business sector or market, revealing a deeper insight into consumer behaviour within their natural environments, their routines, social and cultural structures.
Most importantly, it delivers detailed, ‘true-to-life’ observation of how consumers’ are interacting and responding to your products and services during their normal, daily routine.
Our dedicated Observational and Ethnographic research team are expert in the full range of ethnographic data gathering tools, including:
- formal and informal observation
- in-depth interviews, groups and discussions
- participant self documentation (diaries, video diaries, self-reports)
- semiotics (the systematic study of symbols and their interpretation)
- clinical psychology tests (to uncover deep biases or ‘mental models’ that are never consciously expressed by consumers, but which nevertheless guide their choices and decisions.)