Ethnography
Observational and Ethnographic research at GfK NOP
If you need detailed understanding of people and the context in which they interact with your products and services, then Ethnography is for you.
Ethnography couples observation with qualitative techniques such as observation, focus groups, self-documentation and depth interviews, to enable deeper and more naturalistic exploration of consumer behaviour, lifestyles and attitudes.
This enables you to:
- Experience consumer behaviour first hand
- Uncover the ‘tacit knowledge’ embedded in behaviour, language and material culture, which may not come out in regular research.
- Bring findings to life through visual outputs (videos, photos, etc.)
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.
Follow this link for a more detailed Introduction to Ethnography.
Our Observational and Ethnographic specialist team works in close conjunction with GfK NOP’s industry sector specialists, ensuring full integration of our world-class ethnography with our extensive quantitative consumer intelligence of your specific market.
